소비성향과 브랜드 자산이 항공사 문화․관광사업 가치평가에 미치는 영향

The purpose of this study is to provide an opportunity for companies to discuss a new business that aims to increase sales while pursuing the public interest by utilizing their own resources and technologies, rather than just donating. By applying conditional market valuation methods, it estimates consumers’ willingness to pay to quantitatively procure the value of airlines’ cultural and tourism initiatives. This study suggests a new business of consumer participation for companies’ creating shared value by elucidating the economic valuation of the aviation sector’s cultural and tourism initiatives and investigating the consumption propensity and brand equity influence. Through the results of the study, as a solution to social problems through the shared value creation business of airlines and their expected effects consumers' willingness to pay and their influence have been confirmed.