The Effects of Hotel Customers' Cognitive, Affective and Sensory Experiences on Revisit Intention

??????????????? ???????????? ????????? ???????????? ???????????? ????????? ????????? ????????? ???????????? ???????????? ??????. ?????? ??? ????????? ??????????????? ??????????????? ????????? ?????????, ?????????, ????????? ?????????????????? ?????? ?????????????????? ????????? ????????? ??????????????? ???????????? ?????? ??????????????? ???????????????. ??? ?????? ??????????????? ????????? ??????. ??????, ????????? ????????? ?????????, ?????????, ????????? ???????????? ?????? ???????????? ????????? ????????? ????????? ???????????????, ???????????? ????????? ????????? ??? ????????? ???, ????????? ????????? ?????? ?????????, ?????? ???????????? ??????(???????????? ?????????)??? ????????? ??????(????????? ???)??? ?????????????????? ????????? ?????? ????????? ????????????. ?????? ?????? ?????????????????? ????????? ‘???????????? ?????????’??? ????????? ????????? ?????? ?????????????????? ?????? ??? ??????????????? ?????????, ???????????? ???????????? ?????? ???????????? ????????? ???????????? ???????????? ???????????? ??? ?????? ?????????????????? ????????? ??? ??????????????? ????????? ????????? ??????. ?????? ????????? ??????????????? ????????????????????? ??? ???????????? ????????? ????????? ???????????? ??????????????? ?????????, ????????? ????????????????????? ?????? ???????????? ????????? ????????? ????????? ???????????? ????????? ?????????????????????????????? ?????? ???????????? ??????. ?????? ?????????, ?????????, ????????? ???????????? ?????? ???????????? ????????????, ????????????, ?????????????????? ?????? ??? ?????????????????? ??????????????? ?????? ????????? ???????????? ?????????. ????????? ????????? ????????????????????? ????????? ??????????????? ??? ?????????????????? ????????? ????????? ????????? ??? ?????? ????????? ?????????. This study was conducted to examine the differential effects that cognitive, affective, and sensory attributes have on hotel customers' revisit intentions. The study's analysis was based on a questionnaire completed by 296 American adults. Exploratory factor analysis (EFA), reliability analysis, multiple regression, and MANOVA were used. This study showed that hotel customers’ revisit intentions were influenced not only by cognitive attributes(service & food quality, brand), but also by an affective attribute(comfortable & relaxing) and a sensory attribute(room quality). In particular, the affective attribute(comfortable & relaxing) was a key factor in a customer's revisit intention. Therefore, hotel managers need to focus on experiential marketing to differentiate their hotels from competitors by improving the customers' emotional experience. Also, this study demonstrates the value of incorporating an experiential approach into hotel choice studies. Other findings showed that there are substantial differences in the importance of cognitive, affective, sensory attributes based on the customer's travel purpose, hotel type, demographic characteristics(gender, age), and previous hotel brand experience. These results offer hotel managers useful information on hotels' market segmentation and marketing strategies.??? ????????? 2012?????? ??????????????? ???????????????(HRF-201203-005)??? ????????? ???????????????