A Study on the Effects of Hotel Convergence Marketing Activities on Revisit Intention and the Mediating Effect of Customer Satisfaction

Abstract

Radually engaged in convergence marketing activities. Accordingly, this study analyzes the effect of customer satisfaction and revisit intention on the convergence marketing activities of hotels targeting customers who have experienced the convergence marketing program provided by hotels, and verifies the mediating effect of customer satisfaction to suggest implications and strategic directions necessary to maximize competitiveness through securing the competitive advantage of hotels in the future. The results of the empirical analysis are summarized as follows. The perceived cost, playfulness, sensibility, and convergence of hotel convergence marketing had a significant positive effect on customer satisfaction, and customer satisfaction had a significant positive effect on revisit intention. In addition, the perceived cost, playfulness, sensibility, and confluence of convergence marketing have a significant positive effect on customers' revisit intention. In addition, customer satisfaction has a mediating effect on the relationship between the perceived cost of convergence marketing, playfulness, sensibility, and confluence and revisit intention. Based on the results of this study, it can be said that this study has made a practical contribution in that it extended the scope of convergence marketing research to the service industry and suggested a plan for sustainable management of domestic hotels in preparation for aggressive domestic advancement of global hotel companies. In addition, when developing the convergence marketing activities of hotels, it is suggested that convergence marketing activities should be carried out by observing the reactions and needs of customers rather than general and fragmentary alliances and convergence among heterogeneous industries. In addition, hotels should expand convergence marketing activities so that differentiated products and services can be provided to customers, and conduct convergence marketing activities that can continuously present visions and new values to customers.