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Nowadays the modern concept of a hotel requires brand differentiation. This study aims to investigate how much a hotel brand equity as a integrated communication methods affect on hotel purchasing behavior. Also this study aims to investigate the moderating effect of hotel traits on these variables. The research problems starts from importance of brand equity. The questionnaires were distributed to the hotel guests who used a hotel during the last 1 years in Busan metropolitan city, Daegu metropolitan city, and 185 questionnaires were used for the final analysis. The respondents consist of 51.9% males(96 persons) and 48.1% females(89 persons). The multiple regression analysis shows that hotel brand image(.717, p<.000), hotel brand awareness(.209, p<.000), and hotel brand loyalty(.366, p<.000) influence on hotel purchasing behavior. In addition, hotel attributes have moderating effects between hotel brand equity and hotel purchasing behavior.



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Brand Equity, Purchasing Behavior, Hotel Attributes