초록 열기/닫기 버튼
This study aimed to verify the relationship among awareness of product placement, hotel image, hotel reputation, and purchase intention for Chinese viewers. The survey conducted for this study was commissioned to a Chinese survey institution, and was conducted from June 1 to 7, 2019. A total of 237 responses were used for the analysis. The results showed that the awareness of product placement significantly affected each of the hotel image, hotel reputation, and purchase intention. In addition, hotel image had a significant effect on hotel reputation and purchase intention, whereas hotel reputation significantly affected purchase intention. These results show that when a resort hotel effectively uses product placement, it can improve the hotel image and reputation and cause potential customers to use the hotel as well. Therefore, product placement of resort hotels should be implemented as an important marketing strategy
키워드열기/닫기 버튼
Chinese, Product Placement Cognition, Hotel Image, Hotel Reputation, Purchase Intention, Hainan, Sanya
