항공사 사회적 책임 활동이 구직자의 구직의도에 미치는영향 : 항공사 CSR 활동 경험자와 비경험자 차이에 대한 연구

The purpose of this study is to investigate the role of CSR activities of airlines in attracting job seekers. To collect the data, College students majoring in Airline Service and Tourism were used as samples. And 349 questionnaires were analyzed by SPSS23.0 program The results of this study show that airline 's corporate social responsibility activities have a significant effect on the Job seeking Intentions. Especially, the social philanthropic dimension of the CSR activities was of utmost importance increasing Job seeking intentions. Also, a comparative survey of the airline's CSR activities' experienced and non-experienced groups showed that job seekers who experienced the CSR activities had a higher intention to get a job at the company. The results of this study show that airline CSR activities are not only a marketing tool for corporate performance, but also an important marketing strategy tool for recruiting talented people.