호텔 브랜드 자산가치 평가에 대한 비교문화 고찰

A Cross-cultural Analysis on the Evaluation of the Hotel Brand Equity: A Comparison between Individualism and Collectivism

This study was to compare the evaluation of hotel brand equity between two different cultural character groups: individualistic group and collectivistic group. Singelis et al.(1995)'s INDCOL scale was used to measure an individual's cultural characteristic and Lassar et al.(1995)'s five dimension scale was employed to measure the hotel brand equity Data were collected from 180 Koreans and 100 foreigners from 7 countries at the Incheon International Airport on April 2010. Results of a factor analysis yielded four dimensions of brand equity including performance, social image, value, and attachment. Results of multi-group covariance structural analysis revealed that there was no significant differences in the path coefficients of the measurement model of brand equity between individualistic group and collectivistic group. Practical implications and limitation of the study were also discussed.