호텔의 ESG 경영이 기업이미지 및 고객충성도에 미치는 영향에 관한 연구

This study investigates the impact of ESG management activities on corporate image and customer loyalty within hotel companies. The findings indicate that social factors of ESG exert a significant positive influence on both corporate image and customer loyalty. Corporate image plays a pivotal role in shaping customer loyalty by fostering trust, emotional attachment, and positive psychological associations. Social responsibility initiatives—such as community engagement, employee welfare, and ethical management—enhance the perception of hotel companies as trustworthy and value-driven organizations. These improvements in corporate image strengthen customers’ emotional bonds and trust, which in turn encourage repeated patronage and voluntary recommendations. Consequently, integrating ESG practices strategically into hotel management not only builds a favorable corporate image but also contributes to the sustained growth and deepening of customer loyalty, highlighting its importance for long-term competitive advantage in the hospitality industry.