카지노기업의 사회공헌활동 유형이 기업이미지와 재방문의사에 미치는 영향: 홍보유형에 따른 비교를 중심으로

This study examined the influence of corporate philanthropy on corporate image and corporate image on revisit intention among the promotion types of corporate philanthropy of casino corporations. To perform the purpose of this study, we adopt the quasi-experimental design method, and a questionnaire has been processed. We selected and targeted only male samples who visited Kangwon Land casino for the first time and more specifically those who visited the Game Guide Center located in the entrance of Kangwon Land, without any experience of visiting other casinos at home or abroad. After finishing the data collection, we conducted frequency analysis, factor analysis, reliability analysis, descriptive statistical analysis, correlation analysis, one-way analysis of variance, Duncan test, multiple and hierarchical regression analysis. According to the results of the empirical analysis, in order to decrease the negative image and maintain sustainable growth of the gambling industry (company), selective and sequential use of promotion type is more effective than using all promotion types at one time. Overall results of this study can contribute to providing practical implications via finding more effective and strategic promotion types that focus on positively improving corporate image, and increasing revisit intention of casino corporations, as well as providing academic implications related to the effect of promotion types.