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A Cross-cultural Analysis on the Evaluation of the Hotel Brand Equity: A Comparison between Individualism and Collectivism

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2011, 35(3), pp.267-286
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

Lee Tae Sook 1 김철원 2

1순천제일대학
2경희대학교

Accredited

ABSTRACT

This study was to compare the evaluation of hotel brand equity between two different cultural character groups: individualistic group and collectivistic group. Singelis et al.(1995)'s INDCOL scale was used to measure an individual's cultural characteristic and Lassar et al.(1995)'s five dimension scale was employed to measure the hotel brand equity Data were collected from 180 Koreans and 100 foreigners from 7 countries at the Incheon International Airport on April 2010. Results of a factor analysis yielded four dimensions of brand equity including performance, social image, value, and attachment. Results of multi-group covariance structural analysis revealed that there was no significant differences in the path coefficients of the measurement model of brand equity between individualistic group and collectivistic group. Practical implications and limitation of the study were also discussed.

Citation status

* References for papers published after 2022 are currently being built.

This paper was written with support from the National Research Foundation of Korea.