본문 바로가기
  • Home

Effect of Hotel's Cause-Related Marketing on Hotel Image and Customer Behavior Intention

  • Journal of Tourism Sciences
  • Abbr : JTS
  • 2011, 35(8), pp.13-30
  • Publisher : The Tourism Sciences Society Of Korea
  • Research Area : Social Science > Tourism

오창현 1 김철원 2 Lee Tae Sook 3

1경희대학교 관광대학원
2경희대학교
3순천제일대학

Accredited

ABSTRACT

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.

Citation status

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