호텔기업의 사회적 책임활동과 브랜드자산, 충성도와의 인과관계 연구: 대전지역 시민을 중심으로

This study aimed to examine the causal relationship of corporate responsibility activities of five star hotels in Daejeon, brand assets and loyalty. For this purpose, a theoretical background was figured out through previous studies, and executed empirical analysis focusing on a hypothesis using a research model. 3 hypotheses were established based on theoretical background. The study attempted to analyze the effects of corporate responsibility activities of hotels on brand assets and effect of brand assets on loyalty and the effect of corporate responsibility activity of hotels on loyalty. When the hypothesis was verified through the research model, it was proved that social responsibility activities of hotels had significant effects on brand assets and that brand asset had significant influence on loyalty. And, it was also proven that corporate responsibility activities of hotels had significant effects on loyalty. Accordingly, it can be seen that the hypothesis suggested through the theoretical base of previous studies were adopted. The study suggested implications as well.