호텔브랜드 개성에 대한 직원의 자아 이미지 일치성에 관한 연구

The study on an internal customer‘s self image congruence with hotel brand personality

This study analyzed about brand personality of the hotels where the hotel employees belonged and the personnel's self image for the deluxe hotels in Seoul, and investigated it's congruence. In this study, the composition of questionnaire considered to be adequate as the four activity factors of internal branding and it was analyzed that each affects brand commitment. First, the study on the personality of hotel brand and self images of internal customers was attempted on the basis of previous studies on the brand personality and self image congruence. Second, the identification and commitment are different concepts. The identification was recognized as a preceeding variable of the commitment, and it was verified in this study. Third, it was proved that the internal branding activity factor is the factor of affecting the brand commitment, but it was shown that they can not display any controling effect in terms of the relationship of the brand identification and commitment. Forth, it has the higher degree of self images congruence with 'passion' and 'sincerity' factors, the brand identification appeared highly in the dimension of personality of hotel brand, and the brand identification affected brand commitment positively.