Hotel Sensory Marketing Influencing Brand Personality, Customer Value, and Brand Royalty

Abstract

Purpose - This study examined on the structural causal relationship and influence of hotel sensory marketing leading to brand loyalty through the brand personality and consumer value formed by consumers. Design/Methodology/Approach - A survey was conducted from March to April 2020 among visitors of five five-star hotels in Seoul and Incheon. Correlation analysis and discriminant validity were verified, and structural model analysis was performed for hypothesis testing. Analysis was performed using SPSS 23.0 and AMOS 23.0. Findings - Hypothesis 1, the hypothesis that sensory marketing has a significant effect on brand personality was partially accepted. Hypothesis 2, that brand personality has a significant effect on consumer value, was partially accepted. Finally, as a result of testing Hypothesis 3, it was found that consumer value had a positive (+) effect on brand loyalty and was adopted. Research Implications - In order for differentiated competitiveness in the hotel industry, it is important to recognize that the five sense elements of sensory marketing are a very important antecedent variable that can eventually lead to loyal customers, and maximize the sensory stimulation that can be produced and provided to customers in the hotel space. In addition, it is necessary to increase brand loyalty by helping customers form a brand personality that can express individuality, and by improving consumer value that can further increase hotel occupancy.