ESG 기반 전시회 운영 활동과 참관객의 행동의도 간 구조적 관계 연구: 브랜드 이미지와 브랜드 신뢰의 다중매개효과

This study investigates how environmental, social, and governance (ESG) activities in the MICE sector influence visitors’ brand image, brand trust, and behavioral intention. A survey of exhibition attendees produced 236 valid responses, which were analyzed using SPSS 26.0 and AMOS 26.0 through confirmatory factor analysis, structural equation modeling, and bootstrapped mediation tests. The results show that environmental and social activities significantly enhance brand image, while environmental, social, and governance activities strengthen brand trust. In turn, both brand image and brand trust positively affect revisit and word-of-mouth intention. Moreover, brand image mediates the effects of environmental and social activities on behavioral intention, whereas brand trust mediates the effects of social and governance activities. These findings highlight the strategic value of ESG integration and communication for strengthening visitor engagement and loyalty.