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감성마케팅 관점에서 호텔 브랜드와 크리스마스 장식 개성 연구 |
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김동찬(Dong Chan Kim), 최우영(Woo Young Choi) |
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| Abstract |
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The purpose of this study is to analyze the congruence between hotel brand and christmas decoration personality on 12 cases of lobbies of five star deluxe hotels in Seoul focused on the emotional marketing. To do this, the impact of congruence between hotel brand personality and christmas decoration personality and preference of christmas decorations was analyzed. As a result, the brand personality has been reflected in christmas decorations which are traditional compared to other artworks by hotel companies, and congruence between hotel brand personality and christmas decoration personality has been reflected in the preference of christmas decoration by hotel visitors. The significance of this study is to analyze empirically relationships hotel brand personality and christmas decoration personality focused on the emotional marketing. But the limits of this study is to limit to christmas decorations as artworks that form hotel brand personality. |
| KeyWords:
Congruence, Factor analysis, Preference of christmas decoration |
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