호텔브랜드 자산 측정도구 개발-텔파이 기법의 적용을 통하여

This study was conducted to derive and refine attributes of brand equity measurement with Delphi technique. To attain the purpose of the study, a panel discussion has been performed with university professors who teach hospitality and tourism management in Korea and administrative employees who currently serve in hotel industry in Seoul. For the validity and reliability test, Kendall's W analysis has been used. In this study, the attributes of brand equity was classified with 9 sector; brand satisfaction, brand loyalty, brand awareness, perceived brand quality, brand image, brand trustworthiness, brand value, and brand differentiation, and 39 variables composed of each attribute has been deduced. The following results were obtained from this study. first, brand satisfaction and brand loyalty are the most important attributes of all to empower brand equity in hotel industry. On the other hand, providing superior service to customers is the absolute answer to cause increase of customer satisfaction. Second, positive attitude after usage of hotel and fulfillment of expectation when using hotel were ranked first and second for enhance the brand equity in hotel industry. Third, first recognition among other brand awareness variables has been ranked third in the foundlings. Consequently, this study suggests that a step-up of exposure of brand name to the public as many times as possible is a needy to enhance brand equity.