Purpose of this study is to identity influence factors on trust using factor analyses on hotel brand personality based on demographics of hotel guests in Gyeongju, Korea.
Literature review and a field survey are mainly employed to gain study objectives. Statistical methods used include frequency analysis, factor analysis, reliability analysis, correlation analysis and multiple regression analysis.
The following hypotheses for the study are investigated ;
Hl : The hotel brand personality will have a positive and significant impact on trust.
The questionnaire is inclusive of 63 items in total. 42 questions are regarding the characteristics of hotel brand personality. Four(4) questions are relevant to trust. Four(4) questions are relevant to loyalty. Two(2) questions are relevant to word-of-mouth. three(3) questions are relevant to intention of hotel-revisits. The remaining are relevant to demographic items.
Study results are as follows ;
First, hotel guests to Gyeongju are family travelers largely in their 20's and 30's.
Second, 42 independent variables of hotel brand personality were clustered into six factors such as progressiveness factor, family factor, sensitivity factor, organization factor, outdoor factor and activity factor.
Third, the analysis on relationship between hotel brand personality and trust revealed that hotel brand personality significantly affects trust. In detail, family, organization and outdoor factors were verified as significant among the above six factors.
This study examined impacts of hotel brand personality to the trust. In conclusion, it was found that the hotel brand personality factor has some partial impact on trust.
Major finding are as follows ;
Hotel brand personality significantly affects trust.
Additionally, the hotel management in Gyeongju is recommended to use proper strategies considering the above results.
This study has some limitations in the questionnaire survey.
First, the survey of this study was restricted to the domestic hotel guests of the deluxe hotel in Gyeongju, Korea. Further studies are recommended to include foreign guests.
Second, the survey of this study was performed once(only one time). Further studies are recommended to be conducted.
Third, further studies are recommended to be conducted considering demographic conditions of each hotel.
Fourth, the study results may not be generalized to the nation because the research scope was limited to Gyeongju City, located in the south-eastern tip of the Korean peninsula. Sampling scope has likely to be expanded in the future research as well.