초록 열기/닫기 버튼
This study is intended to examine that the reliability and the satisfaction of the information source on hotel quests have significant effect on their customer behavior. To the end, both of documentary research and empirical research were combined. The empirical research showed that as to the credibility of the information source, three factors such as professionalism, honesty and attraction were extracted, while as to the satisfaction of the information source and the customer behavior, one factor was extracted respectively. Hypothesis 1 that the professionalism, honesty and attraction as reliability of the information source would have significant positive effect on the satisfaction was adopted. Hypothesis 2 that the satisfaction of the information source would have significant positive effect on the customer behavior was also adopted. This study therefrom suggests the importance of the source to get the information on the hotel such as mass media, advertisement, internet, and especially opinion of acquaintances and experts. Therefore, it is required to conduct the advertisement and publicity activities which make the information on hotel more professional and attractive and to seek for ways to obtain word-of-mouth effects through continuous management of existing hotel guests.
