earticle

영어

The PPL(product placement) as a indirect advertisement becomes a critical communication method in the hotel marketing. For example, the Hotel Sheraton Walkerhill gained the considerable effect of the marketing and the PR abroad by the PPL in the TV drama. As a result of the PPL, the 'Hotelier Packages' which were based on the drama were sold out in an instant and the sales of all over the hotel increased during the package. So, the influence of the hotel PPL need to examine and analyze. For the study, the drama 'the men beautiful more than flowers' and the hotel in Jeju island which was location of this drama are selected. And the survey is targeted to the undergraduates, because they are the most of viewers of this drama. The purpose of the study is to analyse the effects of the hotel PPL on the brand image and the purchase intention. For this purpose, the exploratory factor analysis, reliability analysis and regression analysis were used. And the results are as follows. First, the hotel PPL has meaningful influences on the familiarity factor of the brand image. The 'Hallyu (Korean Wave)' is useful to improve this influence. Second, the hotel PPL and the brand image have significant influences on the purchase intention. The storytelling strategy is effective for this result. Recently the hotel PPL has been used frequently in many hotels. This study has meaningful for this reason. But the study is not enough to generalize for all of the hotels and viewers. So the further studies are necessary to solve the shortage of this study.