2011, Vol.35, No.8

Journal of Tourism Sciences 2023 KCI Impact Factor : 2.7

pISSN : 1226-0533 / eISSN : 2713-6388
https://journal.kci.go.kr/JTS

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.

This study was to examine the effect of hotel employees' psychological empowerment(PE) on their prosocial service behavior(PSB). In particular, this study investigated the mediating effect of role clarity(RC) on the causal relationships between PE and PSB. A critical review of available literature on the issues were presented and specific attention was paid to the mediating effect of role clarity which might work in between PE and PSB. The data for this study were collected from 142 employees who were working at 4 hotels in Seoul. Hotel employees' PE was measured in terms of four dimensions such as competence (COM), self-determination(SD), impact(IM), and meaningfulness (ME). Results of aroian test indicated that the effect of ME on PSB was partially mediated by RC. and that the effect of IM on PSB was fully mediated by RC. However, the mediating effect of RC between COM and PSB was not statistically significant. Also the effects of SD on both RC and PSB was also not significant.

Brand extension is being widely employed in the Korean hotel industry. This study was to empirically test the effect of a hotel's brand equity on its extended brand performance. In this study, brand equity was conceptualized in terms of four different dimensions: brand image, brand awareness, perceived quality, and brand royalty. Extended brand performance was also measured using four items. Data were collected from 275 customers who have used five tourist hotels and the hotel's extended brand from March to April 2011. Results of structural equation model analysis showed that respondents' evaluation on a hotel's brand image and its perceived value were positively associated with the respondents evaluation on the hotel's brand loyalty. Results also illustrated that the respondents' evaluation on a hotel's brand image and brand awareness made positive impacts on their evaluation of the extended brand performance. Findings from this study suggest the importance of brand equity of a hotel in the hotel's brand extension.