문화마케팅 활동과 힐링 및 사회적 책임 간 관계 : 호텔ㆍ외식기업을 중심으로

Cultural marketing is not only a strategy for creating company earnings, but holds significance as a means of creating social value. Healing is recently standing out as a social value related to practical issues in life, and therefore must be discussed at a social level beyond individuals. Social responsibility of corporations is being demanded in a more varied and complicated form. The importance of social responsibility for tourist corporations is especially important. This research aims to examine the effects recognition level of cultural marketing activities of HotelㆍRestaurant Companies on the healing perception of the public (customers). In addition, the influencing relationship between healing perception and social responsibility recognition was also identified. This study will provide an opportunity to view cultural marketing as a highly effective strategy. Moreover, by establishing a ground for looking over the public(customer) recognition of corporate social responsibility, basic information for execution of CSR will be available. The sample subjects for this research were 259 individuals, both male and female, over 18 years of age residing in the Seoul and metropolitan area, and the acquired data along with theory has been examined using a structure modeling analysis. The results go as follows: first, as the level of awareness of cultural marketing activities of HotelㆍRestaurant Companies increased, the awareness on healing increased as well. Second, parts of healing(self-efficacy/self-esteem) recognition and social responsibility(economic responsibility/technology·product development) recogniti-on held a negative(-) influential relationship. Therefore, the necessity of improving the sincerityㆍpurity of activities utilizing public organization support, along with active advertisement of cultural marketing activities by companies have been suggested.