호텔 브랜드 이미지가 자아일치성, 브랜드 태도에 미치는 영향

The Effects of the Brand Self-congruity with Hotel Brand Image on Brand Attitude

The propose of this study is to investigate the empirical study of how the self-image congruity for hotel brand image influences on the consume attitude. The data was collected from 221 tourists who uses five-star hotels in Seoul. and the collected data was analyzed using SPSS 22.0. The finding and implications of this study were as follows. Firstly, among Brand Image factors, Firstly, among the symol of hotel brand dose not have a significant impact on Brand Self-congruity. Second, other brand image factors(attraction, uniqueness, value) have positive effect on Brand Self-congruity. Finally, all determinations of Brand Self-congruity were found to be positive and statistically significant in the formation brand attitude. In future study, it will have more scientific meaning with expanding valid sample to conduct the research by classifying regard regional level or hotel ratings level of subject hotels.