특급호텔 이용자의 이용동기과 체면민감성이 자아존중감과 주관적 행복감에 미치는 영향

Abstract

This study analyzed the impacts of 5-star luxury hotel users' consumption motivations and face sensitivity on their self-esteem and subjective happiness. The main findings are as follows: Firstly, hotel users' conspicuous consumption motivation negatively influenced their self-esteem, while pleasure-oriented motivation had a positive impact. This suggests that hotels need strategies to make hotel users appear more sophisticated and trendy while using their hotels. Secondly, among hotel users' face sensitivity factors, public consciousness and self-conscious shame negatively affected self-esteem, while social formality had a positive impact. This indicates that hotels should strategically devise physical and non-physical elements to encourage hotel users to think more positively about themselves. Thirdly, hotel users' self-esteem had a positive influence on subjective happiness. This implies that--although hotel users may consume to keep up with the trends, to show off, or to seek others' recognition--their positive self-perceptions ultimately lead to happiness. Lastly, hotel users' self-esteem showed significant indirect effects on their pleasure-oriented motivation, public consciousness, social formality, and subjective happiness. This underscores the importance of hotel environments--such as entertainment options, signature menus, amenities, and photo spots--in influencing individuals' subjective happiness, especially for hotel users who prioritize social awareness and formality.