외국인 관광객의 구매의도에 영향을 미치는 호텔의 정서적·물리적 이미지 연구: 비즈니스 호텔을 중심으로

Abstract

This study aims to suggest the marketing strategies for the business hotels by analyzing the influences of the hotels' images on purchasing intentions and also by exploring the differences in purchasing intention by nationality, ages, the frequency of hotel visits, and travel purpose. An extensive survey of the hotel images was conducted for this study representing “Physical Images”(space design, physical service of rooms, staff services, locations) and “Emotional Images”(typical image, unique image). From the result of regression analysis, both of physical images and emotional images had signigicant influences on purchasing intention. Especially, ‘physical service of rooms’ and ‘staff service’ from physical images had significant influence on purchasing intention while all from the emotional images(typical images and unique images) had significant influences on purchasing intention. Additionally, the results indicated that there are statistically significant differences in physical images, emotional images and purchasing intention based on age, the number of hotel visits, and travel purpose.