호텔기업의 감성마케팅이 이미지, 고객만족 및 재방문의도에 미치는 영향

The purpose of this study was to analyze the effects of emotional marketing of hotels on image, customer satisfaction, and revisit intention. We utilized Frequency, Exploratory Factor Analysis, Correlation, Confirmatory factor analysis, Structural Equation, and Effective Analysis to examine the responses of 286 visiting Korean five star hotels. The following is a summary of our findings. First, the results of the relationships between emotional marketing and image show that the sense of sight does not have a positive effect on cognitive image, but has a positive effect on emotional image. The sense of smell/touch positively influences both cognitive and emotional images. The sense of hearing has a positive influence on cognitive image, while has no influence on emotional image. Second, both cognitive and emotional image positively affect customer satisfaction. Third, the result shows that customer satisfaction has a positive effect on revisit intention. Fourth, the results of effectiveness analysis of potential factors indicate that of the three factors of emotional marketing, only the sense of smell/touch affects cognitive and emotional images, customer satisfaction, and revisit intention either directly or indirectly. Implications of these results and direction for future research are discussed.