호텔기업의 SNS마케팅이 브랜드 이용의도에 미치는 영향:브랜드 이미지의 매개효과를 중심으로

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

This study was conducted to investigate how hotel companies' SNS marketing affects consumers' brand evaluation process and actual intention to use in a rapidly changing digital environment. The results of the study are summarized as follows. First, it was found that the SNS marketing of hotel companies had a significant positive (+) effect on the brand image. This means that the quality and consistency of SNS content play an important role in the process of forming consumers' perceptions, and in particular, it functions as an indirect experience that complements the intangible service attributes unique to the hospitality industry. Second, it was analyzed that the brand image had a positive (+) effect on the brand use intention. In other words, it was confirmed that the positive image formed by consumers through SNS is highly likely to lead to actual behavioral intentions (visit, reservation, revisit, etc.). Third, the brand image was found to play a partial mediating role in the relationship between SNS marketing and brand use intention. Reliability and convenience factors influenced the intention to use through the brand image, while informativity factors did not show a direct mediating effect. This suggests that simple information provision alone has limitations in forming consumers' emotional value or brand favorability, and that hotel SNS content should include emotional and experiential elements beyond informativity.