초록 열기/닫기 버튼
The purpose of this study was to examine hotel brand peculiarities, self-image conformity, customers' trust of and attitude toward hotel brand, concepts and components of affection and thereby, determine the factors affecting the image of hotel brand. The factors affecting the hotel brand peculiarities or the humane elements reminiscent of the hotel image were set as follows: abients honests generosnts elegance and tenacits and self-image conformity or conformity between customers' image and hotel's was divided into actual conformity and ideal conformity. Trust of brand which means customers' belief that the hotel will act to benefit the customers was measured for overall trust, trust of commodities and services, fulfillment of expectation, prompt response to customers' needs and safe use. Affection of brand or a complex concept covering attitudinal and behavioral concepts was defined as favorable attitude to hotel and repeated purchasing behaviors therefrom.
