호텔의 ESG 경영활동이 소비자 가치, 태도 및 재방문 의도에 미치는 영향

As the importance of ESG management activities in hotels becomes emphasized in the rapidly changing consumer trends, this study aims to establish hypotheses about the structural relationships to examine how hotel ESG management activities affect consumer value, attitudes, and intentions to revisit. In this study, a survey was conducted from July 1st to 31st, 2023, targeting consumers who have either experienced hotel ESG management activities or are aware of them. A total of 240 questionnaires were distributed, and ultimately, 219 (91.3%) were utilized for empirical analysis. The results of this study are as follows. First, hotel ESG management activities were found to have a significant positive impact on consumer value. Second, hotel ESG management activities also showed a positive influence on consumer attitudes. Third, consumer value was found to have a significant impact on the intention to revisit. Lastly, consumer attitudes were found to have a significant positive impact on the intention to revisit, confirming all hypotheses of this study. Through this study, it has been confirmed that in order to encourage positive revisits by consumers, it is essential to first understand the consumer paradigms they value. Above all, it is suggested that various marketing activities should be conducted to raise consumer awareness of hotel ESG management activities.