5성급 호텔의 ESG 경영 노력이 고객 재방문의도에 미치는 영향 연구: 신뢰의 매개효과를 중심으로

The purpose of this study is to analyze the effect of ESG management activities of five-star hotels on customers' revisit intentions and to verify the mediating effect of trust. ESG management is emerging as an efficient way to secure corporate sustainability and build trust with consumers in the long term under environmental, social, and governance responsibilities. This study empirically analyzed the mediating effect of ESG management activities on consumer trust and revisit intention by refining the questionnaire items required in hotels for professors in the hospitality industry and incumbent workers who have worked in the hotel industry for more than 10 years. To summarize the results of the study, first, it was found that hotel ESG management activities had a positive (+) effect on customer trust. Second, it was found that customer trust had a positive (+) effect on the intention to revisit. Third, it was found that consumer trust acts as a mediator in the relationship between ESG management activities and revisit intention. This study empirically shows that ESG management activities are an important strategic factor that increases consumer trust and increases revisit intention. Through this, hotels need to actively implement campaigns for the active use and environment of eco-friendly products, prioritize social contribution activities and compliance with customer data protection, enhance the company's brand image based on a transparent audit system and fair competition in governance, and ensure that these processes can be established as trust in customers' minds and lead to revisiting.