호텔 기업의 감성 마케팅이 구매의도에 미치는 영향 - 브랜드 이미지의 매개효과 -

Abstract

This study was conducted to identify the effect of emotional marketing strategy on brand image and purchase intention in hotel industry. Based on the literature review, emotional marketing, brand image, and purchase intention variables have been developed. A total of 301 valid samples, who are domestic guests in ten 5-star hotels, used for data analysis. This data was analyzed by frequency analysis, reliability analysis, confirmatory factor analysis, correlation analysis, and AMOS. The findings of this study include followings. Emotional marketing was divided into 3 components ; visual, auditory, olfactory marketing. Visual, auditory, and olfactory marketing positively affected hotel image and purchase intention. Results also found brand image also had a positive effect on purchase intention. Lastly, this study examines the mediation effect of brand image in the relationship between emotional marketing and purchase intention. In hotel industry, effective emotional marketing can not only lead revenue growth but provide exceptional experiences to guests. It can also improve guest satisfaction and purchase intention to hotels. Therefore, hotels make their efforts to create effective emotional marketing strategies based on guests needs.