관광목적지의 메시지 틀 효과 -관여도의 조절된 매개효과-
분야
사회과학 > 관광학
저자
김주석 ( Joo Seok Kim ) , 이형권 ( Hyeong Kwon Lee )
발행기관
한국관광산업학회
간행물정보
Tourism Research 2012년, 제37권 287~310페이지(총24페이지)
파일형식
50500636.pdf [무료 PDF 뷰어 다운로드]
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    영문초록
    The purpose of this study is to investigate the effect of attribute framing, hotel image and involvement on intention to visit. To attain this goal, mediation analysis, moderation analysis and moderated mediation analysis were performed. One hundred sixty eight college students completed self-administered questionnaires measuring hotel image, involvement and intention. The results indicated that: (1) positive framing was more effective in enhancing hotel image than negative framing(framing effect), (2) this framing effect was moderated by involvement, (3) the effect of message framing on intention to visit was partially mediated by hotel image. The strength of the mediated effect decreased along with levels of involvement(moderated mediation effect): stronger framing-image-intention relationships when involvement was weak. From a managerial perspective, this research has significant implications that managers of service firms should monitor customer eWOM and attempt to rectify any negative evaluations provided by customers to increase customer visitation and sales. From a practical implication, managers should monitor customer comments and correct any shortcomings and create more positive evaluations so that customer reviews and recommendations are turned around.
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