| 초록 |
In this study, evaluation of hotel brand equity has been made on the perspective of collectivism and individualism. To evaluate the hotel brand equity is to measure dimensions perceived by hotel customers. As a result, the study verified four dimensions, including performance, social image, value, and attachment. To investigate cultural differences of four dimensions in terms of individualism and collectivism, multi-group analysis was conducted. The study revealed that there was no difference in path coefficients between individualism and collectivism. This result contradicts the fact that consumers within similar cultural areas show similar cultural behaviors. It is significant that the study made etic approach to evaluate the hotel brand equity rather than adopted emic approach. |
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