호텔기업의 사회적 책임(CSR)이 브랜드 이미지, 브랜드 인지도 및 애호도에 미치는 영향

This research examined the effect of Corporate Social Responsibility (CSR) of Hotels to brand image, brand awareness, and loyalty. In addition, it tested the relation between designated variables. In order to examine the effect, the research model was extracted from previous research and literature review. The survey was conducted with respondents who regularly use five star hotels that participate in CSR activities. In order to find out the relationship among CSR, brand image, awareness, and loyalty, a regression model was tested. The empirical data was collected from 271 respondents who used 5-star hotels in the past five years. As a result of the analysis, first, CSR of hotels had a positive effect toward brand image and also CSR of hotels had a positive effect on brand awareness. Lastly, brand image and brand awareness positively affected loyalty. This research suggests that it will be useful for employees who are relevant to CSR and management level employees who can utilize this research to set up a future long term strategy for surviving in a competitive industry. From the guests’ perspective, this research will provide a better understanding of CSR so they can perceive better brand image. Therefore, in the end, there would be higher possibilities that those guests may become loyal guests. Overall, particularly in the hospitality industry which where employees come in contact with customers directly, emphasizing CSR for operation can improve brand image, brand awareness and finally attract more loyal customers.