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@article{ART001591364},
author={오창현 and 김철원 and Lee Tae Sook},
title={Effect of Hotel's Cause-Related Marketing on Hotel Image and Customer Behavior Intention},
journal={Journal of Tourism Sciences},
issn={1226-0533},
year={2011},
volume={35},
number={8},
pages={13-30}

TY - JOUR
AU - 오창현
AU - 김철원
AU - Lee Tae Sook
TI - Effect of Hotel's Cause-Related Marketing on Hotel Image and Customer Behavior Intention
JO - Journal of Tourism Sciences
PY - 2011
VL - 35
IS - 8
PB - The Tourism Sciences Society Of Korea
SP - 13
EP - 30
SN - 1226-0533
AB - 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.
KW - Cause-related marketing;Hotel image;Customer behavior intention
DO -
UR -
ER -

오창현, 김철원 and Lee Tae Sook. (2011). Effect of Hotel's Cause-Related Marketing on Hotel Image and Customer Behavior Intention. Journal of Tourism Sciences, 35(8), 13-30.

오창현, 김철원 and Lee Tae Sook. 2011, "Effect of Hotel's Cause-Related Marketing on Hotel Image and Customer Behavior Intention", Journal of Tourism Sciences, vol.35, no.8 pp.13-30.

오창현, 김철원, Lee Tae Sook "Effect of Hotel's Cause-Related Marketing on Hotel Image and Customer Behavior Intention" Journal of Tourism Sciences 35.8 pp.13-30 (2011) : 13.

오창현, 김철원, Lee Tae Sook. Effect of Hotel's Cause-Related Marketing on Hotel Image and Customer Behavior Intention. 2011; 35(8), 13-30.

오창현, 김철원 and Lee Tae Sook. "Effect of Hotel's Cause-Related Marketing on Hotel Image and Customer Behavior Intention" Journal of Tourism Sciences 35, no.8 (2011) : 13-30.

오창현; 김철원; Lee Tae Sook. Effect of Hotel's Cause-Related Marketing on Hotel Image and Customer Behavior Intention. Journal of Tourism Sciences, 35(8), 13-30.

오창현; 김철원; Lee Tae Sook. Effect of Hotel's Cause-Related Marketing on Hotel Image and Customer Behavior Intention. Journal of Tourism Sciences. 2011; 35(8) 13-30.

오창현, 김철원, Lee Tae Sook. Effect of Hotel's Cause-Related Marketing on Hotel Image and Customer Behavior Intention. 2011; 35(8), 13-30.

오창현, 김철원 and Lee Tae Sook. "Effect of Hotel's Cause-Related Marketing on Hotel Image and Customer Behavior Intention" Journal of Tourism Sciences 35, no.8 (2011) : 13-30.