호텔의 인터넷광고가 고객의 인지ㆍ감정요소에 미치는 영향에 관한 연구

The Effects of Guests' perceptions and Feeling Factors through Internet Advertisement in the Hotel Industry

The main purpose of this study is to find any effects of guests' perceptions and feeling factors through internet advertisement in the hotel industry. The following issues are proposed to accomplish the purpose of this study. 1. It analyzes general characteristics of super deluxe hotels such as their internet advertising forms, internet marketing experiences, site forms appeared in advertising, purchasing reason, and so on. 2. How do the above mentioned characteristics affect guests' perceptions and feeling? Both literature analysis and empirical study are employed to accomplish the purpose of this study. First the authors distributed questionnaires to employees working at marketing or advertising departments of super deluxe hotels. Total 212 questionnaires were collected among 270, and 150 out of 212 were used for the analyses. The following issues are drawn from the study: First, the internet advertisement of the hotel had better point access advertisement than content advertisement, banner advertisement, push advertisement and interval advertisement. Second, internet advertisement of hotel had better point information than image. Third, internet advertisement has to consider human perceptions and feeling factors. Fourth, internet advertisement has to help consumers to choose goods or services of hotel and have enough information for consumers' needs. Finally, hotels had better choose famous software home pages or sight spot home pages when they choose appearing site for internet advertisement.