호텔 브랜드이미지가 구전의도에 미치는 영향: 자아일치성의 매개효과

To provide goods and services to customers and sustain a positive external image, hotel companies must have a brand image that is differentiated from their competitors. The purpose of this study is to confirm how the brand image of hotels affects self-congruity, as well as the mediating effect of word-of-mouth intention between brand image and self-congruity. For this study, data was collected from 376 customers who had used five-star and four-star deluxe hotels. This online survey was conducted from April 23 to May 7, 2021, targeting customers who had used deluxe hotels in the past year, facilitated by a marketing research firm. According to factor analysis, two factors were classified into social self-congruity and non-social self-congruity as self-congruity factors of customer, while brand image and word-of-mouth intention were each treated as single factors. Based on the research hypothesis presented in this study, the results of the analysis are as follows: First, brand image has a significant positive(+) impact on self-congruity. Second, brand image has a positive(+) impact on word-of-mouth intention. Third, self-congruity has a significant positive(+) impact on word-of-mouth intention. Fourth, self-congruity partially mediates the relationship be tween functional congruity and revisit intention. The results suggest both theoretical and practical implications for the role of brand image, self-congruity, functional congruity, and word-of-mouth intention in the context of deluxe hotels