성별에 따른 스키장의 ESG 경영기대가 재방문 의도에 미치는 영향력 비교

This study aims to analyze the impact of ski resorts' ESG management expectations on participants' revisit intentions and to compare differences based on gender. To achieve this, data were collected from 294 participants using a purposive sampling method at four ski resorts located in Gangwon Province. The conclusions derived from the analysis are as follows. First, among the ESG management expectation factors of ski resorts, environmental responsibility and governance were found to have a significant impact on participants' revisit intentions. In particular, the governance factor showed a relatively higher contribution, indicating that the greater the expectation for transparent management and ethical operations of the ski resort, the higher the revisit intention. Second, the analysis of gender differences confirmed a moderating effect in the relationship between environmental responsibility expectations and revisit intention. Specifically, as expectations for environmental responsibility increased, the revisit intention of male participants showed a linear increase. In contrast, female participants exhibited a relatively weaker relationship between environmental responsibility and revisit intention. Meanwhile, no significant gender difference was observed in the effect of governance on revisit intention, suggesting that expectations for governance are equally important for both male and female participants.