5성급 호텔의 관계 혜택이 호텔 재방문의도에 미치는 영향: 과시 소비성향의 조절 효과로

Abstract

This study was to examine the effect of relationship benefits provided to customers by 5 star or higher hotels on revisit intention and the moderating effect on conspicuous consumption propensity due to human relationships. It was verified using the SPSS statistical package. After confirming the relationship between the study variables through correlation analysis, six hypotheses were verified using regression analysis. As a result of the analysis, it was found that all three sub-factors of relational benefit had a significant effect on the intention to revisit the hotel. The moderating effect of conspicuous consumption propensity showed a positive relationship according to the level of conspicuous consumption propensity in the effect of social benefits on hotel revisit intention. The effect of economic and psychological benefits on the intention to revisit the hotel was found to have no difference according to the level of conspicuous consumption. As a result, it seems that the officials of 5 star or higher hotels will need to develop social benefits among the relationship benefits and use them for marketing in order for customers to revisit.