16
5 (
40 ) pp.1 14
2007.12
A study on Competitive Market Structure of
Hotel Brand Using a Brand Switching Matrix
Han, Jin-Su Hyun, Kyung-Suk
This study examined competitive market structure of hotel brand using a brand switching matrix. We discussed two
kinds of market structure methods. One was judgemental method by customer's perceptual data, the other was behavioral
method by brand switching data. And then we studied hotel market structure by the comparative method.
The results of the study showed a wide variation in cognitive loyalty and behavioral loyalty. The results also provided
useful marketing guide lines that Integrated marketing communication is necessary in hotel service as well as hotel brand
differentiation.
Applying the brand switching matrix on hotel industry gave us much insight to the competitive market.
market structure analysis, brand switching, variety seeking
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A study on Competitive Market Structure of
Hotel Brand Using a Brand Switching Matrix
Han, Jin-Su Hyun, Kyung-Suk
1
,
.
3 (
-
-
)
.
,
1
.
,
,
,
.
(IMC)
.
,
,
,
.
/