골프리조트의 SNS 마케팅 커뮤니케이션이 브랜드 신뢰와 브랜드 태도 및 방문의도에 미치는 영향

초록

This study empirically studied the effects of SNS marketing communication of golf resorts on brand trust, brand attitude, and visit intention, targeting people who have seen SNS marketing communication of golf resorts. A survey was conducted targeting customers of golf practice ranges located in Seoul, and a total of 208 questionnaires were used for empirical analysis. The results of factor analysis showed that SNS marketing communication of golf resorts was divided into advertising, sales promotion, word of mouth, and information provision, and brand trust, brand attitude, and visit intention were each divided into a single dimension. The results of hypothesis verification showed that advertising, sales promotion, word of mouth, and information provision had a significant effect on brand trust, and sales promotion, word of mouth, and information provision had a significant effect on brand attitude. Brand trust had a significant effect on brand attitude and visit intention, and brand attitude also had a significant effect on visit intention. In the end, it was studied that SNS marketing communication of golf resorts can increase brand trust, positively form brand attitude, and increase visit intention.

키워드