호텔 기업의 사회적책임 활동이 기업평판, 브랜드 이미지 및 행동의도에 미치는 영향: 서울시내 5성급 호텔을 중심으로

The purpose of this study is to investigate empirically the effects of corporate social responsibility (CSR) activities on corporate reputation, brand image and behavioral intentions of hotel industry, how customers perceive hotel brand image by corporate reputation, what behaviour intention customers have by brand image and help to establish strategic plan and determining direction for social responsibility activities of hotel industry. In order to achieve the purpose of this study, this study implemented literature review and empirical research simultaneously. Based on the domestic and foreign professional books, research papers, and periodicals related to the purpose of the research, the literature study simplified and illustrated the relationship path between corporate social responsibility activities, corporate reputation, brand image, and behavioral intention, respectively to designate the study model and hypothesis. The research results were as follows: First, corporate social responsibility of hotel industry had significant influence on corporate reputation, brand image, behavior intention. Second, corporate reputation had significant influence on brand image, but, had not significant on behavior intention. Third, brand image had significant influence on behavior intention. In conclusion, the significance of this empirical analysis is to verify the influence relations between corporate social responsibility, corporate reputation, brand image and behavior intention of hotel industry, and to provide the academic/practical implications based on it. Limitations of this study and future research directions were discussed.