호텔산업에서의 ESG 경영과 기업평판의 관계에 대한 연령의 조절효과

Purpose - This study examines the impact of ESG management in hotel companies on corporate reputation as perceived by customers and investigates the moderating effects of age on the relationship between ESG activities and reputation, aiming to identify various influences of ESG factors according to customer age. Methodology - Regression analysis was used to assess the effects of ESG factors on corporate reputation and the moderating effect of age, with 194 valid surveys analyzed. Result - The study finds positive effects of S and G among ESG factors on corporate reputation in hotels. Age negatively moderates the relationship between S and corporate reputation, and positively moderates the relationship between G and corporate reputation, with no significant effect on the relationship between E and corporate reputation. Conclusion - The E factor did not significantly affect corporate reputation, as it is widely accepted or may cause discomfort to some customers. Hotels should emphasize social responsibility for younger customers due to the negative moderating effect of age on the relationship between social factors and corporate reputation. Given the positive moderating effect of age on the relationship between governance factors and corporate reputation, hotel firms should focus on older customers when emphasizing ethical activities.