호텔기업의 문화마케팅이 기업브랜드이미지와 관계지속의도에 미치는영향 연구 - 사회적 책임활동(CSR) 중 자선적 책임인식의 조절효과 -

Today, simply good quality services can’t be important anymore because of growing increases in a number ofhotel chains and active SNS communication with customer. The culture marketing activities are part of the hotelcorporate’s social responsibility. The hotel chains prospects for the future customer by culture marketing such ascultural events and cultural support. Hotel industry practices advertising less frequently in Korea, and corporate brand image thus is more important forcustomers’ intention to continue the relationship with the hotel. This study analyzed how the corporate brand image affects customers’ relationship continuity intention by culturemarketing. Especially, we examined how two groups (low philanthropy cognition group and high philanthropycognition group) affect corporate brand image, which in turn influences relationship continuity intention. The findingsshow that sales, style, and sponsorship have positive impacts on corporate brand image. Second, sales and style hadpositive impacts on relationship continuity intention. Third, corporate brand image affect relationship continuityintention. Fourth, both groups (low philanthropy cognition group and high philanthropy cognition group) affectcorporate brand image. Fifth, high philanthropy cognition group’s sales and style affect corporate brand image, whilelow philanthropy cognition group’s style affect relationship continuity intention. Based on the and the findings ofthis study, implications are discussed.