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The Effect of Luxury Hotel's Cultural Marketing on Hotel Corporate Image
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By entering the era of culture, companies are interested in marketing by utilizing culture and sensibility to meet the increasing expectations of customers and many companies are making use of cultural marketing actively. In spite of this tendency, researches for cultural marketing of the hotel industry are limited. The purpose of this study was to find out a perception of the luxury hotel's cultural marketing, how delineate the factors of luxury hotel's cultural marketing and how this delineated factors had effects on hotel corporate image. To achieve this, six research questions were posed and a survey was conducted on customers who visited luxury hotels located in Seoul and Busan from April 11 to April 18, 2014. Total of 328 questionnaires were distributed and finally 282 questionnaires were used in the empirical analysis after excluding the 46 questionnaires which had insincere responses. The major finding of this study were as follows; First, customers of luxury hotels were normally aware of the cultural marketing. Second, three factors of the luxury hotels'cultural marketing were delineated('cultural support activity', 'cultural experience activity' and 'cultural corporate positioning effort'). Third, overall hotel image and product·service image were above the average, and cultural image was about the average. Fourth, luxury hotels'cultural marketing influences on the overall hotel image. Especially, 'cultural corporate positioning effort'had a great effect to the overall hotel image. Fifth, luxury hotels'cultural marketing had a significant effect on product·service image and cultural image. The result of this study shows that the cultural marketing have significant effect on a hotel corporate image. So it is important to set up the marketing strategies with cultural elements for hotel industry. They can stimulate customers'sensitivity and improve the hotel corporate image by making the most use of the culture. Although many hotels do cultural marketing, customer's perception is not that high. It suggests that constant efforts and active promotions are needed.