초록 열기/닫기 버튼
The cost of attracting new customer is much higher than keeping existing customer. It means the more hotel industry market matures, the higher value of existing customer is. Brand loyalty is marketing tool to manage existing customers more effectively in terms of their profitability to the firms. In this research, I focused on loyalty is a kind of phenomenon related with emotional in human being, and find out factors which emotional images of hotel brands' evoke loyalty. Specially it examined on customers who using local hotels, find out factors based on Korean markets. Factors were 7, ‘attactive’, ‘valuable’, ‘sophisticated’, ‘large’, ‘energetic’, ‘comfortable’ and ‘international’. This result gives to hotel marketers to implement on their marketing strategies to approach target market effectively.
키워드열기/닫기 버튼
Hotel Brand, Hotel Image, emotional Image
