호텔기업의 사회적 책임이 기업이미지 및 구매의도에 미치는 영향: 특1급 호텔을 중심으로

This study aims to verify the effects of hotel companies' corporate social responsibility ("CSR") on their corporate image and consumers' purchase intention amid many problems being raised about hotel companies' CSR. To that end, previous studies and empirical surveys were conducted. For surveys, mainly visitors to special first class hotels in Seoul, Busan and Daegu were surveyed, and a final 258 responses were collected and underwent a confirmatory factor analysis and structural equation modeling using SPSS and AMOS programs. First, hotel company CSR components - economic responsibility, ethical responsibility, and charity responsibility factors - had a significant effect on corporate image, while the legal responsibility had no significant effects. Second, for hotel company CSR and consumers' purchase intention, economic responsibility, legal responsibility and ethical responsibility had significant effects on purchase intention, while charity responsibility had no significant effects on purchase intention. Third, hotel company image had significant effects on purchase intention. The findings of this study revealed this: hotel company's corporate image was far better than general companies' corporate image, as consumers feel, but a string of recent incidents with hotel companies were apparently reflected in consumers' distrust on the hotels' legal responsibility. In recent years, consumers' perceived evaluation of hotel companies' charity responsibility was very low.