관광호텔 브랜드의 인지/선호도 측정에 관한 연구

A Study on Measuring of the Perceptions & Preference in Hotel Brand

1. Results (of the study) First, the tourist hotel that was first recognized by consumers was Hotel Shilla and the tourist hotel that was secondly recognized by consumers was also Hotel Shilla. In addition, Hotel Shilla, special grade I tourist hotel, and Novotel, special grade II tourist hotel, received highest approval rates in terms of familiarity, preference and potential use in the survey of consumers. Second, in terms of familiarity of the tourist hotel logos, the logos of Hotel Shill and Holiday Inn(special grade II) were most familiar to consumers. Third, there was no significant difference in the analysis of the recognition, preference and loyalty of the tourist hotel brands depending upon the residential areas(Gangnam/Gangbuk). Nor was there any difference in the analysis of the recognition, preference and potential use of the tourist hotel logos. But in terms of familiarity, there were differences between special grade II tourist hotels located in the Gangnam area and the Gangbuk area. Therefore, it was proved that the logo recognition, preference and potential use were not influenced by the residential areas but the familiarity was influenced depending upon location. 2. Suggestions First, in the survey of the first recognized tourist hotels, Ramada Renaissance, Hilton and Marriot were least recognized by consumers and therefore these hotels need to seek ways to improve their familiarity and preference. Second, under the current situation where the competition for recognition is so stiff, tourist hotels need to make every effort to increase the purchase opportunity of their products by enhancing their brand recognition/preference. Third, it is necessary to newly establish the awareness of the brand recognition/preference of the tourist hotel industry by sharing the analysis results and at the same time the industry's efforts to improve the recognition and familiarity of the special grade II tourist hotels are needed. This study will become meaningful when the results are used to create more repurchases and revisits by enhancing the consumers' brand recognition/preference, familiarity and image through the implementation of brand-focused management as a new paradigm for an enterprise that can create new thinking, new strategies, a new organization and a new evaluation system.