호텔 기업의 ESG 경영, 소비가치, 브랜드 이미지, 재방문의도 간의 영향관계

The purpose of this study is to analyze the effects of consumers perception of ESG management in hotel industries on consumption value, brand image and revisit intention, and to find out the leverage of ESG management on hotel industries. This study was conducted to find out how hotel industries’ ESG management affects the customer’s consumption value and brand image, affects customer’s revisit intention, and to present basic reference materials for hotel ESG management future direction and differentiated marketing strategies. The main results of this study are as follows. First, the ESG management of hotel industries is significantly related to the consumption value and revisit intention, but not related to the brand image. Second, it was confirmed that the consumption value of hotel customers had a significant effect on brand image of hotel, not revisit intention. Third, brand image of ESG hotel industries had a significant effect on revisit intention. This results suggest that ESG activities of hotel industries should focus on consumption value that influence on hotel brand image to enhance firm value. In addition, The research aimed to identify associations among ESG management of hotel industries, consumption value, brand image, and revisit intention, and to present implications that can be used in the marketing strategies for sustainable growth of hotel companies in the future.