호텔기업의 SNS마케팅이 재방문의도에 미치는 영향: 브랜드이미지의 매개효과

The Effect of SNS Marketing of Hotel Companies on Revisit Intention: The mediating effect of brand image

This study was conducted to analyze the influence relationship between SNS marketing, revisit intention, and brand image of hotel companies. As a result, it was found that SNS marketing activities of hotel companies had a positive (+) effect on both the customer's brand image and revisit intention. Providing information, events, promotion, and inducing customer participation through SNS increase customer psychological satisfaction and trust, and at the same time form a positive perception of the hotel. Customers encounter various information such as hotel service quality, facility level, and event experience through SNS, and this experience is internalized as a brand image and contributes to the formation of revisit intention. As a result of the study, it was confirmed that the brand image plays an important mediating role in the relationship between SNS marketing and revisit intention. It suggests a path for customers to connect their experiences and information obtained through SNS with brand evaluation and behavioral choice. In addition, it suggests that when the emotional and functional elements provided by the hotel are effectively transmitted through SNS content, positive reinforcement of the brand image and promotion of revisiting can be achieved at the same time. This study empirically shows that the strategic use of SNS marketing plays an important role in forming customer loyalty and long-term relationships beyond simple promotion. Therefore, hotel marketers should simultaneously promote brand value and customer behavior by considering information delivery and experience provision in a balanced way when designing SNS content.