호텔고객이 인식하는 호텔기업의 문화마케팅이 기업이미지와 브랜드태도에 미치는 영향

Abstract

Owing to the importance of culture and the positive results, recently, there have been more and more researches on the cultural marketing, and most of them are related to places through culture. Most of the domestic researches are handling the positive effectiveness of cultural marketing on companies. Examining the preceding researches on service companies, even though there are some researches on coffee shop, food service industry, airline, travel agency, and casino, there are not many researches on hotel company which is one of the representative service companies. This study aims to understand the effects of hotel corporate cultural marketing perceived by hotel customers on the corporate image and brand attitude. For this, selecting the people who had experiences in using a hotel as a sample group, this study conducted a survey from September 1st 2019 to September 30th 2019. After distributing total 280 questionnaires, total 276 questionnaires were collected. Excluding 26 questionnaires with omitted or insincere responses that were judged to be unsuitable for this study from the collected data, total 250 questionnaires were used for the empirical analysis. The verification of the research model was done through statistical analysis using SPSS 21.0. Factors, reliability and regression analysis were conducted based on the survey data. The following is a detailed description of the contents. First, according to the regression analysis results of Hypothesis 1, the test of the relationship of cultural marketing's impact on the corporate image showed that the factors of cultural marketing were cultural promotion (p= .000) and cultural enterprise (p= .002) in order to influence the corporate image. In addition, cultural support and cultural production of cultural marketing had a significant impact on corporate image. Therefore, hypothesis 1 of this study was partially adopted. Second, according to the regression analysis results in Hypothesis 2, the relationship of cultural marketing's impact on brand attitude was tested and found that the factors of cultural marketing were cultural promotion (p= .000) and cultural enterprises (p= .003) which were the factors of cultural marketing, which had an effect of positive brand attitude. In addition, cultural support and cultural production of cultural marketing had no significant impact on brand attitude. Therefore, Hypothesis 2 of this study has been subselected.