호텔기업의 ESG경영이 브랜드 자산과 관계지향성에 미치는 영향 - 브랜드 자산의 매개효과를 중심으로 -

The purpose of this study is to verify the effective relationship between brand equity and relationship orientation of hotel’s ESG (Environment, Social, Governance) management acknowledged by consumer since ESG management was recently emphasized in global. An online survey was conducted to guests who stayed at a five-star hotel. A total of 261 questionnaires were used for statical analysis by SPSS v.23 and AMOS v.23. The summary of results from this investigation is as follows. First, it was found out that hotel’s ESG management positively affected perceived quality. Second, the hotel’s ESG management was partially supported as the governance didn’t affect brand recognition. Third, the hotel’s ESG management was partially supported as the governance didn’t have positive influence on brand image. Forth, hotel’s ESG management didn’t affect the relationship orientation as all of them were not supported. Fifth, it was analyzed that the brand equity was a mediating effect between hotel’s ESG management and relationship orientation. This paper proposed an implication of brand equity and relationship orientation in hotel ESG management based on the research results.