Influence of Customer's Experience of Hotel's Artistic Space on Perceived Hotel Brand Value
2015, 39(2), pp.45-67
Publisher : The Tourism Sciences Society Of Korea
Research Area : Tourism
-
The purpose of this study is to examine how the customer‘s experience ing the hotel's artistic space affects the customer‘s perceived value of the hotel, in other words, the hotel's brand value. A total of 247 effective questionnaires for empirical data analyses were obtained from customers who had experienced staying at a hotel where various artworks of famous artists had been displayed. Exploratory factor analysis and multiple regression analysis were conducted to test the proposed hypotheses. Review of the related literature suggested four dimensions of experiences within artistic space, such as educational, entertainment, esthetic and escapist experience, and three different dimensions of hotel brand value such as social, functional and emotional value. The result showed that four factors of the experienced artistic space influenced the customers three factors of hotel brand value significantly. Educational experience and esthetic experience were the most important factors for the social value and functional value of hotel. While emotional value was shown to be significantly influenced by entertainment experience and esthetic experience. Furthermore, according to the variables of the level of an individual's income and enjoying visual arts, the results showed the different influence of experience on the perceived brand value of hotel, expecially the social value of hotel brand was found to be influenced most significantly among three factors of hotel brand value. Based on these results, implications and limitations are discussed.
-
[journal] 김용선 / 2013 / A study of modern expression of life form image -Focused on the artist in the early 20th century as the center- / 조형미디어학 / 한국일러스아트학회 16(3) : 11~20
[journal] 김점남 / 2009 / A Study on Influence of IT Service Provided by Airlines on Customer's Perception and Satisfaction : Considering Customer's Personalities and Characteristics / 호텔관광연구 / 한국호텔관광학회 11(1) : 107~121
[journal] 김형준 / 2009 / Moderating Effect of Customer Traits, Relationship Characteristics and Marketing Competence on Customer Satisfaction -Repurchase Intention -Repurchase Behavior / 상품학연구 / 한국상품학회 27(2) : 145~156
[journal] 김홍범 / 2005 / The Impact of Air Reservation Types on the Perception of the Importance of Reservation Service Attributes / 호텔관광연구 / 한국호텔관광학회 7(1) : 34~51
[journal] 노원중 / 2013 / Effects of Cultural Tourism Festival's Experiential Elements on Brand Value and Festival Image - With Focus on Ganggyeong Fermented Seafood Festival - / 한국콘텐츠학회 논문지 / 한국콘텐츠학회 13(3) : 414~427 / http://dx.doi.org/10.5392/JKCA.2013.13.03.414
[report] 문화체육관광부 / 2012 / 2012문화향수실태조사
[journal] 박조원 / 2010 / Pine and Gilmore’s Four Realms of Experience Economy and the Visitor Satisfaction within the Film Festival Context / 미디어 경제와 문화 / (재)에스비에스문화재단 8(3) : 93~129
[journal] 서구원 / 2009 / The Experience and Consumer Attitude in the Cultural Complex Type Retail Store / 서울도시연구 / 서울연구원 10(4) : 143~158
[other] 서민수 / 2012 / 아트마케팅, 기업과 예술의 창조적콜라보레이션 / SERI 경영노트, 168호 3
[journal] 서용구 / 2006 / Retail Brand Value Measurements and the Relationship with the Market Performance / 유통연구 / 한국유통학회 11(4) : 71~96
[journal] 서창적 / 2008 / Affect on service quality and customer satisfactions of service delivery included cultural elements using emotion / 서비스경영학회지 / 한국서비스경영학회 9(1) : 207~223
[journal] 신동주 / 2010 / The Effects of Experiential Factors on Enjoyment, Satisfaction and Behavioral Intention in an Event: An Application of Pine & Gilmore’s Experience Theory / 관광학연구 / 한국관광학회 34(9) : 251~270
[journal] 안희선 / 2009 / A Comparative Study on the Interior and Exterior Connectivity of the Public Media Design in Public Space Targetting Metropolitan Multiplex Cultural Space / 서울도시연구 / 서울연구원 10(3) : 251~269
[journal] 양정임 / 2011 / A Study on The effects of Storytelling experience on the awareness of the Brand value and Love Marks for Tourism Destination. / 관광학연구 / 한국관광학회 35(6) : 59~78
[journal] 이경렬 / 2010 / Effects of Consumers' Experience of Brand Shop on Brand Equity / 커뮤니케이션학 연구 / 한국커뮤니케이션학회 18(2) : 83~103
[journal] 이연화 / 2012 / Effect of Experiential Marketing on Brand Equity in Local Festival / 관광경영연구 / 관광경영학회 16(4) : 231~251
[journal] 이재석 / 2001 / 현대 실내공간에 나타난 ‘Installation’ 표현특성에 관한 연구 / 경원대 석론 2001 : 29~
[journal] 이충순 / 2014 / The Influence of a Hotel's Cultural and Artistic Space on a Customer's Preference of a Hotel / 호텔경영학연구 / 한국호텔외식관광경영학회 23(2) : 69~88
[journal] 이태숙 / 2011 / A Cross-cultural Analysis on the Evaluation of the Hotel Brand Equity: A Comparison between Individualism and Collectivism / 관광학연구 / 한국관광학회 35(3) : 267~286
[journal] 이형익 / 2013 / Effects of the Experience Type of Hospital's Complex Cultural Space on Revisit Intention / 브랜드디자인학연구 / 사단법인 한국브랜드디자인학회 11(5) : 241~252
[journal] 장영화 / 2014 / Analysis of Differences in Perceived Hanok Image and Behavioral Intention Based on Demographics and Hanok Experiences / 관광연구저널 / 한국관광연구학회 28(5) : 209~222
[journal] 장혜원 / 2013 / Cultural Tourist's Value System:Focusing on Arts Tourist's Cultural Involvement / 관광학연구 / 한국관광학회 37(5) : 93~114
[journal] 장혜원 / 2011 / Role of Emotional Responses in Arts Tourism: Focused on Performing Arts Experiences / 관광학연구 / 한국관광학회 35(9) : 425~444
[journal] 전범수 / 2012 / The Structure of Taste Repertoires for Cultural Arts / 한국콘텐츠학회 논문지 / 한국콘텐츠학회 12(6) : 201~210 / http://dx.doi.org/10.5392/JKCA.2012.12.06.201
[journal] 정석순 / 2013 / 전시 체험요소(4E)와 여가만족과의관계연구: 트릭아트 전시장을 방문한 주부들을 대상으로 / 이벤트컨벤션연구 9(1) : 75~90
[book] 채서일 / 2003 / 사회과학조사방법론 / 비앤엠북스 : 181~182
[journal] 최낙환 / 2006 / The roles of Brand Image on the Brand-Value-Up / 소비문화연구 / 한국소비문화학회 9(3) : 67~89
[journal] 최원선 / 2010 / A Study on space production of shopping mall by applying experiences - Centered around Pine & Gilmore's experience marketing theory - / 한국공간디자인학회 논문집 / 한국공간디자인학회 5(2) : 81~90
[journal] 최진석 / 2012 / A Study on the Spatial Experience Factors Shown at Interior Space of Small-Scale Art Gallery / 기초조형학연구 / 한국기초조형학회 13(4) : 327~338 / http://dx.doi.org/
[journal] 하동현 / 2009 / The Effects of Brand Evidence on Brand Value, Customer Satisfaction and Brand Verdict in the Hotel Industry / 관광연구 / 대한관광경영학회 24(3) : 281~306
[journal] 황진수 / 2010 / A Study on Tourists' Demographic Characteristics and Tourism Behavior Patterns Depending on The Preference of Tourism Development Types Using Data Mining-Focused on Cheonggye Stream / 관광레저연구 / (사)한국관광레저학회 22(4) : 395~414
[book] Aaker, D. A. / 1991 / Managing brand equity : Capitalizing on the value of a brand name / The Free Press
[book] Aaker, D. A. / 2000 / Brand leadership / The Free Press
[journal] Addis, M. / 2001 / On the conceptual link between mass customization and experiential consumption : An explosion of subjectivity / Journal of Consumer Behavior 1(1) : 50~66
[journal] Baker, D. A. / 2000 / Quality, satisfaction and behavioral intentions / Annals of Tourism Research 27(3) : 785~804
[journal] Caru, A. / 2003 / Revisiting consumption experience : A more humble but complete view of the concept / Marketing Theory 3(2) : 267~286
[journal] Chen, C. / 2010 / Experience quality, perceived value, satisfaction and behavioral intentions for heritage tourists / Tourism Management 31(1) : 29~35
[journal] Rhodes, D. / 1981 / The fine Art of Selecting fine Art for Hotels / Cornell Hotel and Restauran Administration Quarterly 22 : 62~
[journal] De Chernatony, L. / 2006 / Communicating services brands' values internally and externally / Service Industries Journal 26(8) : 819~836
[book] Dickinson, B. / 1997 / Selling the sea: An inside look at the cruise industry / Wiley
[journal] Farquhar, P. H. / 1989 / Managing brand equity / Marketing Research 1(9) : 24~33
[journal] Fournier, S. / 1998 / Consumers and their brands: Developing relationship theory in consumer research / Journal of Consumer Research 24(3) : 343~373
[journal] Gentile, C. / 2007 / How to sustain the customer experience : An overview of experiences components that co-create value with the consumer / European Management Journal 25(5) : 395~410
[journal] Gilmore, J. H. / 2002 / Differentiating hospitality operations via experience / Cornell Hotel and Restaurant Administration Quarterly 43(3) : 87~96
[journal] Hosany, S. / 2009 / Dimensions of cruisers' experiences, satisfaction, and intention to recommend / Journal of Travel Research 20(10) : 1~14
[journal] Keller, K. L. / 1993 / Conceptualizing measuring and managing customer-based equity / Journal of Marketing 57(1) : 1~22
[book] McCannel, D. / 1989 / The tourist : A new theory of the leisure class / Schocken
[journal] Mittal, V. / 2001 / Satisfaction, repurchase intent, and repurchase behavior : Investigating the moderating effect of customer characteristics / Journal of Marketing Research 38(1) : 131~142
[journal] Oh, H. / 2007 / Measuring experience economy concepts : Tourism applications / Journal of Travel Research 46(2) : 119~132
[journal] Pine II, B. J. / 1998 / Welcome to the experience economy / Harvard Business Review 76(4) : 96~105
[journal] Quan, S. / 2004 / Towards a structural model of the tourist experience : An illustration from food experiences in tourism / Tourism Management 25(3) : 297~305
[journal] Reinartz, W. J. / 2000 / On the profitability of long-life customers in a noncontractual setting : An empirical investigation and implications for marketing / Journal of Marketing 64(4) : 17~35
[book] Richards, G. / 2001 / Cultural attractions and European tourism / CABI Publishing : 55~69
[journal] Schmitt, B. / 1999 / Experiential marketing / Journal of Marketing Management 15(1-3) : 53~67
[journal] Siguaw, J. A. / 1999 / Best practices in hotel architecture / The Cornell Hotel and Restaurant Administration Quarterly 40(5) : 44~44
[journal] Simon, C. J. / 1993 / The measurement and determinants of brand equity : A financial approach / Marketing Science 12(1) : 28~52
[journal] Stamboulis, Y. / 2003 / Innovation strategies and technology for experience-based tourism / Tourism Management 24(1) : 35~43
[journal] Sweeney, J. C. / 2001 / Consumer perceived value : The development of a multiple itemscale / Journal of Retailing 77(2) : 203~220
[journal] Van Hartesvelt, M. / 2006 / Building a better boutique hotel / Lodging Hospitality 62(14) : 32~44
[journal] Wang, Y. / 2004 / An integrated framework for customer value and customer-relationship-management performance: A customer-based perspective from China / Managing Service Quality 14(2/3) : 169~182
[journal] Mun Lim, W. / 2009 / Elucidating the aesthetic and operational characteristics of UK boutique hotels / International Journal of Contemporary Hospitality Management 21(1) : 38~51
[journal] Williams, A. / 2006 / Tourism and hospitality marketing: Fantasy, feeling, and fun / International Journal of Contemporary Hospitality Management 18(6/7) : 482~495
-
139 Viewed
Print this page
Search PDF