호텔 인터넷매체광고에 대한 소비자의 태도가 브랜드 인지에 미치는 영향

The Impacts of Consumer Attitude toward Internet Media Advertising on the Hotel Brand Image

This study analyzed the relationship between hotel consumers' attitude toward internet media advertising and their brand awareness. Data were collected from twenty first-class hotels located in Seoul, Gyeongju, Busan, and Jeju island. A total of 420 samples were selected from guests who reserved hotel rooms online. Findings suggest that both emotional and behavioral attitude toward internet media advertising significantly affected hotel brand awareness. In particular, emotional attitude were more effective than behavior attitude. The results suggest that campaign with both emotional and behavioral appeal would effectively enhance a hotel's brand image. Also useful in brand enhancement was internet advertising that featured the hotels' logo or emblem.