대한항공과 호텔신라의 ESG 경영 비교 분석을 통한 호스피탈리티 산업 지속가능성 연구

This study systematically examines the core values, governance structures, and key issues of ESG (Environmental, Social, and Governance) practices in the airline and hotel industries by applying a combined approach of Text Mining and Semantic Network Analysis (SNA) to the 2025 ESG reports of Korean Air and Hotel Shilla. After data preprocessing, Bigram analysis was conducted on co-occurring keywords, followed by the construction of 1-mode matrices using the top 75 keywords to generate separate network matrices for each company. CONCOR analysis identified four distinct clusters per firm, while network density, breadth, and structural properties were quantified. Quadratic Assignment Procedure (QAP) tested structural correlations between the two networks, and Core–Periphery analysis determined the positional and functional roles of central and peripheral nodes. The findings reveal: (1) In the Environmental (E) dimension, Korean Air emphasized “sustainability,” “carbon emissions,” and “aviation fuel,” whereas Hotel Shilla focused on “resource circulation,” “renewable energy,” and “energy efficiency.” In the Social (S) dimension, Korean Air highlighted “occupational health and safety” and “human rights management,” while Hotel Shilla stressed “customer satisfaction,” “social contribution,” and “co-prosperity.” Governance (G) keywords such as “outside directors,” “risk management,” and “information protection” were common to both. (2) CONCOR analysis showed that Korean Air’s network clusters centered on transparency, governance, safety, environmental regulation, and global operations, while Hotel Shilla’s clusters emphasized environmental performance, stakeholder engagement, service quality, and community cooperation. (3) Whole-network measures indicated Korean Air’s network exhibited more ties, shorter average path length, higher density, and lower breadth, reflecting a more integrated structure compared to Hotel Shilla’s relatively fragmented network. (4) QAP analysis yielded a Pearson correlation coefficient of 0.364(p<0.01), suggesting statistically significant structural similarity despite industry differences, pointing to the applicability of universal ESG norms across sectors. (5) Core–Periphery analysis showed Korean Air’s core nodes focused on safety, technology, and regulatory compliance, whereas Hotel Shilla’s were centered on environmental conservation, social safety, health, resource circulation, and community contribution. The study confirms both industry-specific differentiation and shared ESG foundations, highlighting that while sectoral strategies reflect operational characteristics-such as Korean Air’s fuel efficiency and SAF adoption versus Hotel Shilla’s resource circulation and eco-friendly materials-both uphold common principles of ESG governance, sustainability, and transparency. Academically, it provides empirical evidence for the coexistence of universal ESG frameworks and industry-specific strategies through structural and cluster-level network analysis. Practically, it underscores the potential for industries to achieve both compliance with global evaluation standards and differentiated competitive advantage by aligning common ESG values with sectoral strengths.