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The Effect of Perceived Importance of Culture Marketing by Hotels and Restaurants on Healing Needs

Kim, Byeong Yong 1

1수원대학교

Accredited

ABSTRACT

The present study attempted to investigate what needs for healing individuals have concretely, and how they significantly perceive of culture marketing in meeting their healing needs. Data were collected by using a convenience sampling method in three stations of Seoul, Yongsan, and Suwon. For a period of a month from February 1st, 2014, a total of 253 questionnaires were collected from customers familiar with the concepts of healing needs and culture marketing in the hotel and restaurant industry. A structural equation model was used to analyze data. The results revealed that healing needs, which consist of self-esteem, self-control, and self-efficacy, had significant impacts on culture marketing(variety of culture marketing and culture marketing strategy). Practical implications were suggested based on these results,

Citation status

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