프랜차이즈 레스토랑과 국내 호텔 식음료 부문 브랜드 제휴 결정 요인에 관한연구

This study is purposed to present the decisive factors for the brand alliance through examining the correlations between the brand restaurant designation standards and the expected effects from local low- and mid-priced hotel's brand alliance. The questionnaires were distributed to instructors, professors who have experience in teaching the food and beverage sections at hotel management colleges and 100 specialists at managerial level of hotel food and beverage parts. This survey was conducted for 20 days from December 2 to 22, 2004 and analyzed by independent t-test and canonical correlation analysis. The findings of this survey are as follows. First, the service of the expected effect factors of the brand alliance was recognized relatively high by the specialists in hotel industry, while the sales effect factor of restaurant designation standards was recognized higher by the academic experts. Second, the entire factors of the brand restaurant designation standards showed a correlation with the whole factors of the restaurant designation standards. Based on this study, the correlation between the expected effect of brand alliance and brand restaurant designation standards may play a primary role to choose a partner for the brand alliance, a decisive factor for the success.