Zaltman의 은유추출기법을 활용한 호텔 브랜드 자산가치 평가 척도 개발

A Study on the Scale Development of Hotel’s Brand Equity Using ZMET(Zaltman Metaphor Elicitation Technique)

Using the ZMET(Zaltman Metaphor Elicitation Technique), authors conduct in-depth interviews with hotel managers and develope the components and measuring variables of hotel brand equity. A survey was conducted among hotel visitors in order to assure whether this scale can be used as a valid tool for measuring hotel brand equity. The survey results revealed that the scale for hotel brand equity consists of sixteen items with the four dimensions. The evaluative scale is made up of six items for brand image, four items for loyalty, three items for perceived quality, and three items for awareness.