The Study On The Effect Of Brand Association Of Hanok Hotel On The Purchase Intention Of Chinese Tourists

Hanok Korea can fully experience traditional Korean architectural features of life. Whether it is domestic tourists or foreign tourists can experience in Hanok authentic Korean traditional living culture, food culture and other traditional Korean culture. Therefore, more and more tourists especially foreign tourists interested in visiting Hanok experience hanok hotel.For South Korea, China has become South Korea’s major tourist inbound tourists. Under the background of individual consumption, Chinese tourists in the choice of accommodations, there are also inclined to buy Hanok hotel to experience Korean culture. Therefore, in this study, as the Korean students in China, the paper will research hanok hotel and Chinese tourists as the research object, the impact of hanok hotel brand and its association for Chinese tourists purchase intention, to the healthy development of hanok hotel to provide some guidance.Through investigation and hanok hotel, brand association, brand attitude and purchase intention relevant literature and previous studies, combing the literature and Commentary, brand association theory as the main theoretical basis for this article. According combing literature and interviews with experts in the content of the information obtained, as antecedents to brand association, as a result of the variable purchase intent, brand attitude as a mediating variable, establish research model and hypotheses, research hanok hotel brand Lenovo Chinese tourists buying intentions.According to the research purpose, we design "hanok hotel brand association for Chinese tourists purchase intention factor questionnaire", through interviews and a former small-scale questionnaire survey, the use of questionnaires to gauge reliability test for purification, got the final questionnaire. With SPSS19.0and AMOS20.0statistical analysis software, data collected were analyzed to calculate the frequency and percentage frequency. In order to test the feasibility of the questionnaire were factor analysis, correlation analysis, and structural equation modeling. Based on answers to the questions on the assumption, this paper studied hanok hotel brand association affects purchase intentions of Chinese tourists to analyze the relationship and get the results. The main conclusions of this study illustrate the brand association of tourist behavior tendency positively correlated with the dimensions of brand attitude and purchase intention positively related to the dimensions of brand associations and brand attitude positive correlation characteristics of tourist visitors to buy attitude. Based on the above findings, to promote the development of hanok hotel, we propose the following basic recommendations:improve hanok hotel brand competitiveness, improve quality assurance capabilities hanok hotel, build hanok hotel’s unique personality identification, optimization hanok hotel visitors experience, etc., in order to provide some guidance for the healthy development of the Korean house hotel.