테마호텔의 브랜드 연상이 고객만족, 브랜드 태도 및 프리미엄　가격 지불의도에 미치는 영향 연구 : 중국 상해 디즈니 테마호텔을 중심으로

The goal of this study is to investigate the effects of brand association of themed hotels on the customers’ premium price intention. The purpose of this study is to research the influences of brand association on customer satisfaction and brand attitude, and to investigate the relationship among customer satisfaction, brand attitude, and premium price intention. For the empirical analysis, we conducted a survey on people who had used the Shanghai Disney themed hotel from April 15, 2017 to April 29, 2017. A total of 400 questionnaires were distributed, 342 copies were collected and 301 of them were used as final analysis data. As a result of the research hypothesis, it was found that social identification and personal identification had a positive impact on customer satisfaction, and social identification had a positive impact on brand attitude. In addition, customer satisfaction and brand attitude were found to have a significant influence on the customers’ intention to pay premium price. According to the results of the study, the following implications are suggested. First, managers need to use various communication that emphasizes the reputation, identity, and influence of social classes. Second, in the process of market positioning, it is necessary to establish a marketing strategy that takes into consideration the customer's personality and lifestyleso that they will think of the themed hotel's products and services accurately and desirably.