호텔 이미지 제고에 PPL 마케팅이 미치는 영향 연구

The Effects of PPL on the Hotel Image

The purpose of this study was to analyze the effects of PPL on the hotel image in terms of context types(exposure of positive or econtext), frequency of exposure(once of twice). For this purpose, relevant literature was reviewed to set the hypotheses for the study. The collected data were analyzed using the techniques as reliability test and ANOVA. The results of this study can be summarized as follows; First, when hotel appeared as a background in PPL, the types of context affected consumers recognition of brand and their intention of purchase. What should be noted was the finding that as opposed to the hypothesis, the PPL in a negative context affected consumer's recognition of brand and their intention of purchase more than the PPL in a positive context. However, it was found that consumers preferences of hotels were not significantly affected by types of context. Second, there was found no significant difference of brand recognition, preference and intention of purchase between one-time exposure and two-time one. Third, there was found no significant effect of interaction in PPL among types of context, Frequency of exposure.