호텔기업의 사회적 책임활동에 따른 이미지가 이용가치 및 재방문의도에 미치는 영향

This study is focusing on the dyadic relationship of hotel image and customers' utility values, revisit intention, and is trying to testify the influence of corporate social responsibility on hotel image, meanwhile the study is trying to testify the affects of hotel image on the customer utility values and revisit intention. To accomplish the goals, a field survey was conducted on the customers' of the Deluxe Hotel in Seoul area. The statistical tools to be undertaken in this research were frequency analysis, exploratory factor analysis, reliability analysis, correlation analysis, confirmatory factor analysis, and covariance analysis using the statistical package of SPSS(12.0) and AMOS(6.0). The results of this study could be summarized as follows; First, the more the economic, legal, ethical and philanthropic responsibility is, the higher the level of hotel image they perceived. Second, the more the economic, legal and philanthropic responsibility is, the higher the level of customer utility values and revisit intention they perceived. Third, the more the hotel image is, the more the positive influence to customers' utility values and revisit intention. At the last chapter, the paper concludes with discussions and the managerial implications for the effective industries policies.