호텔상품의 비교광고가 내적 준거가격과 소비자 지각에 미치는 영향: 가격단서와 가격민감도의 효과를 중심으로

The purpose of this research is as follows;First, the comparative price advertisements are to investigate how the price cues and price sensitivity of hotel products have an effect on the internal reference price and consumers' perception by the type of information.Second, this study suggests some marketing strategy guides to hotel marketing managers for price promotion strategy.The implications of this study are as follows;First, providing the price cues like external reference price would be more effective in order to carry out the service reference price ads. Therefore, the effect of reference price ads could be usefully utilized by hotel marketers for formulating promotional strategies.Second, the level of consumers' price sensitivity should have improved by various promotion techniques and it provides a useful segmentation technique.Third, price promotion strategy and market segmentation should be done based on the consumers' price sensitivity of hotel product and the level of brand loyalty shown and further consideration on the sizes of each market, accessibility and cooperate resources to formulate price promotion strategies to select the target market.Fourth, the impact of positive and negative hotel product information on the prices that consumers are willing to pay is important as is the identification of variables that could influence price acceptability.