관광기업의 문화마케팅 활동이 사회적 책임활동 연상에 미치는 영향연구

Social responsibility is a requisite of corporates in business today and a variety of related activities can be seen. Culture marketing is not only a business code but also plays the role as a tool to create social value. Enterprises are actively utilizing culture and arts to realize creative and different corporate social responsibility(CSR) activities and related businesses are expected to further expand. Thus, this study was based on empirical analysis of whether the current tourism enterprises' culture marketing activities are actually associated with CSR from the consumer perspective. Also, this study looked into what the level of influence and comprehended what CSR activities have higher value than others. For this, male and female residents in Seoul and metropolitan region aged over 20 were selected as sample subjects, and the hypothesis was verified through methods including structure model analysis. The analyzed results showed that all culture marketing activities have either positive(+) or negative(-) influence to the association of CSR. Based on such results, this study highlights the necessity for continued feedback on these activities and provides advices such as those regarding culture programs easy for the public to participate in.