초록 열기/닫기 버튼
This study examined the relationship among hotel PPL, involvement and intention to visit. In order to achieve the purpose of this study, attributes of PPL, involvement, and intention to visit were identified through literature review. 224 samples were chosen. Various inferential statistics were used as appropriate to test hypotheses. As results, three sub factors of PPL, drama, movie, and publication, had effects on enduring involvement; and also three sub factors of PPL, drama, entertainment program, and publication, had effects on situational involvement. On the other hand, enduring involvement and situational involvement, the two sub factors of involvement, both had effects on intention to visit. This shows that sophisticated image of hotels increases through PPL. Therefore, positioning a specific hotel through drama, movie, and publication PPL as comfortable, pleasing and sophisticated place can be effective marketing strategy. Preferences of target market on PPL should be considered before carrying out PPL as marketing strategy. Also, it can be confirmed that hotel businesses should manage their image because involvement has direct relationship with actual intention to visit. Therefore, in order to increase revenue, hotel businesses should utilize PPL to encourage continuous involvement of consumers and consequently to increase intention to visit.
