호텔 브랜드 이미지가 고객가치 및 고객만족에 미치는 영향 : 중국 천진지역 5성급 호텔 대상으로

Abstract

The hotel industry in China has been developing rapidly since 1984, and the consumption in hotels was stable in the 2000s. From 2008, the hotel industry started to boom as several major national events were hosted in China, which has paved a foundation China being the largest market for tourism and convention industry in the world. Tianjin is one of the four major municipalities in China and is also the largest coastal city in the north of China. Apart from having numerous tourism resources, Tianjin is a big mixture of both eastern and western cultures throughout the Chinese history. In the main time, the hotel market grew dramatically with an increasing number of international hotel group chains expanded to China. Enormous capital investment in constructions and buildings has brought out a large amount of high-end hotels as well as professional management concepts. Therefore, building a quality brand and a reputable image has become a vital strategy for hotels to compete with each other in the market. Due to the fact that the hotel industry is sensitive to fashion and highly dependent on services and customer needs, it is necessary to create a unique and attractive image that can distinguish themselves from other hotels. In addition, from the perspective of the customers who stay in the hotel, a reliable corporate brand is vital because the quality of the product and services in the hotel will exert an important influence in every customer's recognition and attitude. The purpose of this study is to investigate the relationship between brand image, consumption value and customer satisfaction in a selected hotel group. For the study's purpose, the samples were chosen from customers who stayed in 5 star hotels in Tianjin, China. The methodology applied in this study is Convenience Sampling Method. Statistical analysis was performed with the SPSS (Ver. 20.0) Statistical Program to analyze the frequency of data on the sample; factor analysis was used for the analysis of reliability and validation of the variables; regression analysis was used to test the hypothesis for deriving the study results respectively.