특 1급 호텔의 자아-브랜드 일치성이 브랜드 애착과 브랜드 충성도에 미치는 영향

This study aims to provide effective strategies for continuously attracting tourists to top-tier hotels in South Korea by measuring self-brand congruence among their customers. To achieve this, measurement factors were derived from previous studies, and a survey was conducted among male and female hotel cus tomers aged 20 and older. The influence of antecedent factors on dependent factors was empirically analyzed. Exploratory factor analysis and item-fit index calculations were performed using SPSS 29 to verify validity and reliability of the data, along with frequency analysis. Descriptive statistics were applied to assess the tendencies of the variables and the normality of the data, while multiple regression analysis was used to test the hypotheses. The results confirmed that ideal self-brand congruence has a significant impact on brand attachment and brand loyalty, and that brand attachment also significantly influences brand loyalty. The aca demic implications of this study include the application of the self-brand congruence concept, which has been relatively underexplored in research on top-tier hotels in South Korea, and the validation of basic analy ses on the relationship between brand attachment and brand loyalty. Additionally, the study identifies key antecedent factors that enhance brand attachment and loyalty, shedding light on the structural relationship between them. The practical implications suggest that hotels should focus on branding efforts that align with the ideal needs of their target customers. Based on the high average scores for the "reflection of desired ideal image" factor, more luxurious and upscale branding strategies should be established. Since these hotels have evolved from mere spaces into objects of affection, strategic management focusing on emotional appeals to loyal customers and new customer acquisition through introductions is essential for boosting brand loyalty.