호텔기업의 ESG경영이 호텔이미지와 재방문의도에 미치는 영향에 관한 연구

This study aims to analyze how ESG management in hotel companies influences consumers' hotel selection and intention to revisit, in order to provide direction for future ESG management in the hotel industry and offer logical justification for its importance. Empirical analysis reveals that ESG management in hotel companies not only directly improves the brand image of hotels but also directly affects the intention to revisit. This underscores the significance of ESG management in hotel companies as a crucial psychological variable determining consumer behavioral intentions and as an important factor in marketing and beyond. Establishing a clear and distinct vision for ESG management is prerequisite for strategic ESG management in hotel companies. Currently, ESG management in domestic hotel companies is primarily spreading among large luxury hotels. Realistically, lower-grade hotels may face constraints or limitations due to differences in scale, facilities, and costs. However, individual hotels need to adopt a long-term approach tailored to their specific circumstances for ESG management. Therefore, there is a need for relevant government agencies to first establish clear guidelines for ESG management in hotel companies.