1) Roger Doswell and Paul, R. Gamble, Marketing and Planning Hotels and Projet, Hautchinson, Tandon, 1979, p.19

2) Jay D. Lindgwist, "Meaning of ,mage", Journal of Retailing, Vol. 50 (Winter 1974-1975), p.29.

3) P.Kotler, Markting for Non Profit Organization,(N.J:Pent Hall, 1982), p.477.

4) Leonard L. Berry, "Service Marketing is Different", Business, (May-June, 1980), pp.24-26.

5) 이선희, "한국호텔기업의 서어비스마아케팅 전략개발에 관한 연구" (경기대 대학원, 박사학위 논문, 1986), p.10.

6) 이순룡, 「생산관리론」, 서울:법문사, 1985, p.28.

7) Jeffrey, G.Miller and M.B.W.Graham, Production/Operation Management; Agnda for the 80's, Decision Science, Vol. 1981, pp.55-59.

8) Levitt. T., "The Production Line Approach to Service.", Harvard Business Review, 1972, p.50.

9) 손 대현, 「관광마아케팅론」, 일신사, 1985, p.74.

10) B.H Booms and M.J. Bitner. "Marketing Strategies and Organization Structures for Service firms", Marketing of Service Proceedings Serjeed, J.G. Donnelly and W.R. Georgy. Chicago: AMA, 1981, pp. 47-5l.

11) 손대현, 전게서, p.386

12) Michal D. Hutt & Thomas W. Speh, "The Marketting Strategic Center : Diagnosing The Industrial Make Role", Journal of Marketing, Vol. 48. (Fall., 1984), P. 55-59.

13) 손대현, 「관광으론」, 일신사, 1989. p.227.

14) 김충호, 「관광산업경영론」, 기문사, 1989. p. 28.

15) 전전감, 「관광개론」, 차복래역, 계명대학교 출판부, 1985.p.92-93.

16) 김충호,: 「호텔경영론」, 형설출판사, 1982, p.80-82.

17) 오정환,: 「호텔경영학개론」, 형설출판사, 1982. p.80-82.

18) 작고정의, 「ホテル운영관리이론」, 월간ホテル여관, 1985년 6호., 1985. p.131-134.

19) 손대현, 전게서, p. 267.

20) 이선희, 전게논문, p.8.

21) R. Nykiel, Marketing in the hospitality industry, CBI. p. 26-29.

22) 한국관광협회, 한국 관광호텔 발전사, 한국관광협회, 1982. p.

23) Gerald W.Lattin, Modern Hotel & Motel Management, Mcgraw-Hill, 1977, p.48.

24) 좌좌목굉무, 「ホテル 산업요론」, フヲケ출판, 동경, 1977. p.4.

25) 관광진흥법, 제 3 조 2항 (시행령, 규칙)

26) T. Joyee Brand Image Measurement", in New Developments in Research, Market Research Society, London, 1963, p. 45-63.

27) Reger Doswell Paul R. Gamble, Marketing & Planing Hotels & Tourism Project, Hutchin son, 1981, p.4.

28) S.Medrik, The Business of Hotels, Heinemann, London, 1980, pp. 13-14

29) S. Medrik, op. cit., 1980, p.14.

30) J. D. fridgen, "Environmental Psychology and Tourism", Annals of tourism Research, 1984, p.24.

31) B. M. Enis, Marketing Principles, 3rd, Good year Publishing, Co. Califonia, !980, p.280.

32) Mayo & Jarvis,op. cit., p.16 : P.B.Myers& L.W.Moncrief "Differential Leisure Travel Decision-Making Between Spouses", Annals of Research, Vol. 9., No. 1. 1978, p.164. : P.Schul & J.L.Crompton, "Search Behavior of International Vacationers", Journal of Travel Research(22:2) Fall, 1983, p.26.

33) G.M.S. Dann "Tourist Motivation : An Appraisal", Annals of Tourism Research, Vol. 8. No.2. 1981, p.198.

34) D.E. Lundburg, The Tourist Business, (Boston:Cahner, 1976),p.101.

35) 신길수, 「마아케팅원론」 (서울: 세영사), 1983, p.126-127

36) 문화란 개인적 욕구와 행위의 가장 기본적인 결정요인으로서 하등동물의 행위가 본능에 의해 움직여 지는 반면에 인간의 행위는 주로 학습에 의하여 이루어 진다는 견해가 지배적인 견해이다.

37) 오상락, 「마아케팅관리론」, 서울:박영사, 1983, p.74.

38) 송대현, 「사회심리학」, 서울:박영사, 1983, p.82.

39) Mehmet Kuckurt "Facto Affecting Travel Destination Choice:An Expectancy Theory Famework for studying ,Travel Behavior", 차복재, 전게논문, p.48. 재인용

40) 송용섭, 현대소비자행동론, 법문사, 1982, pp.183-184.

41) 임승빈, 「환경심리행태론」, 서울:보성문화사, 1985, p.66, 재인용

42) 유동근, 「소비자행동관리」, 서울:석정, 1986, p.260.

43) Martin Fishbein, "An Investigation of the Relation Ships between beliefs about on object and Attitude toward that object," Human Relations 16 (1963), pp. 233-240.

44) 송용섭, 소비자행동론, 법문사, 1982, p.187.

45) Chden Dorothy, Comsumer Beharior, Random House, New York, 1st. ed., 1981, p.273.

46) Kent B. Monroe and Joseph P.Guiltinan, "A Path-Analytic Exploration of retail Patronage Influence", Journal of Consumer Research, Vol. 2(June 1972), p. 19-28.

47) Michael Perry and Nansy J. North, "Dimensions of store Image". Southern Journal of Business(April 1970), p.1. .