Effect of Hotel's Cause-Related Marketing on Hotel Image and Customer Behavior Intention
2011, 35(8), pp.13-30
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism
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This study aimed to examine the effect of a hotel's cause-related marketing (CRM) on the hotel's brand image and customers' behavior intention. Based on a review of related literature, a structural model among the three constructs were developed. The model suggested that the CRM of a hotel might make positive impact on the hotel's brand image and the customers' behavior intention. It also proposed that a hotel's brand image might be positively associated with the customers' behavior intentions. Data were conveniently collected from 422 customers who visited five-star hotels in Seoul on October 2010. Results of a structural equation model analysis empirically verified the positive relationship between the CRM and brand image. It also confirmed the positive relationship between the brand image and customers' behavior intention. However, the relationship between the CRM and customers' behavior intention did not fit the data. Based on the findings of this study, practical implications and future research directions were discussed.
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