호텔 고객의 ESG 경영인식이 신뢰와 지속이용의도에 미치는 영향 - 호텔 고객의 ESG 관심도의 조절효과 -

This study empirically investigated the effects of ESG management perception on customer trust and continuous usage intention according to hotel customers’ levels of ESG involvement. ESG management perception was categorized into three sub-dimensions: environmental awareness, social awareness, and governance awareness. An online survey was conducted with hotel customers Structural equation modeling (SEM) was used to analyze the relationships between ESG perception, customer trust, and continuous usage intention, while multi-group analysis was conducted to test the moderating role of ESG involvement. The results revealed that environmental and governance awareness had significant positive effects on customer trust and continuous usage intention, and customer trust significantly mediated the relationship between ESG perception and continuous usage intention. Moreover, in the high ESG involvement group, the effects of environmental and governance perception on customer trust and behavioral intention were stronger, whereas social awareness did not significantly affect customer trust or continuous usage intention. These findings suggest the importance of focusing on ESG activities that customers can directly perceive, and highlight the need for customized ESG communication strategies according to customers’ levels of ESG awareness. This study provides practical implications for the effective implementation of ESG strategies and customer relationship management in the hotel industry.