호텔의 사회적 책임활동이 공중 관계성과 호텔이미지에 미치는 영향

The purpose of the study aimed at examining customer response to the activities of hotel's CSR. and the effect hotel's CSR on OPR and hotel's corporate image focusing on the role of CSR Themes and Types on Involvement whether it plays a role of controlling hotel's CSR. To achieve this purpose, the study classified CSR activities into two themes: social welfare and environmental protection. Types were classified into three categories: donation/sponsorship, corporate direct activity, and volunteer activities of employees. The study carried out literature review and empirical analysis. Empirical subjects were customers who visited five-star hotels in Seoul. To investigate customer responses, the study conducted a questionnaire survey. Frequency analysis, reliability analysis, confirmatory factor analysis(CFA), t-test and ANOVA were conducted by using SPSS 21.0 version. First, in relation to hotel's CSR themes, “social welfare” was the most strongest theme to enhance OPR and hotel's corporate image. Second, in terms of hotel's CSR type, “volunteer activities of employee" was the most strongest theme to enhance OPR and hotel's corporate image. Accordingly hotel's CSR activities can be utilized as research differentiation tools.