지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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This study investigate an issue of hotel`s price fairness influencing on Brand equity, Consumer`s purchase intention at super deluxe hotels and deluxe hotels in Seoul,Korea. In general price can vary by the inflation rate, and it can be determined by a firm`s market segmentation strategy. Price fairness can be defined as customer`s acceptability of the price change under circumstances in which product price changes.
thus, establishment of marketing strategy, customer relation management strategy is necessary. This study then examines how the price unfairness affects on brand equity,customer`s perception, and purchase intention.
The perceived price fairness as factors related with it and the effect of perceived price fairness. Therefore, to investigate asymmetric effect of the price fairness, it is classified factors as actual price, positive price, negative price and explore the relationship between the price fairness, brand equity, These days, overseas tour is growing rapidly due to the changes in lifestyle, diversification of life of the people,expansion of leisure time and the effective use of labor time. However, perceived risk of tourism is also growing with time due to the continuing economic depression, lack of trust in travel agency and natural disasters such as Tsunami. Accordingly, the more reliable information gathered, the less perceived risk will be, resulting in giving a more competitive edge to the travel agency. Thus, the purpose of this study is to reduce the perceived risk for better management of the travel agency, to recognize the importance of the source of providing travel information and also to provide basic data for the academic development in the field of tourism studies.
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참고문헌 (39)
참고문헌 신청
Aaker, D. A / 1996 / Measuring brand equity across products & markets / California Management Review 38 (3) : 102 ~ 120
Baker, W. / 2001 / Price Smarter on the Net / Harvard Business Review : 122 ~ 127
Bolton R. N. / 1991 / A Multi-Stage Model of Customers's Assessments of Service Quality and Value / Journal of Customer Research 17 : 8 ~ 31
Bolton, Lisa E. / 2003 / Consumer Perception of Price (Un)Fairness / Journal of Consumer Research 29 : 474 ~ 491
Cox, Jennifer Lyn / 2001 / Can Differential Price be Fair? / Journal of Product and Brand Management 10 (5) : 264 ~ 275
Baker, W. / 2001 / Price Smarter on the Net / Harvard Business Review : 122 ~ 127
Bolton R. N. / 1991 / A Multi-Stage Model of Customers's Assessments of Service Quality and Value / Journal of Customer Research 17 : 8 ~ 31
Bolton, Lisa E. / 2003 / Consumer Perception of Price (Un)Fairness / Journal of Consumer Research 29 : 474 ~ 491
Cox, Jennifer Lyn / 2001 / Can Differential Price be Fair? / Journal of Product and Brand Management 10 (5) : 264 ~ 275
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