호텔 ESG 경영과 기업 평판 간의 관계에서 기업 이미지의 매개효과

This study empirically investigates the differential effects of hotel ESG management dimensions (environmental, social, and governance) on corporate reputation and examines the mediating role of corporate image. A survey of 200 customers who experienced ESG-practicing hotels in Seoul and metropolitan area was analyzed using multiple regression and Hayes' PROCESS macro Model 4 with bootstrapping. Results revealed that governance (β=.419, p<.001) and social responsibility (β=.247, p<.001) significantly influenced corporate reputation directly, while environmental management showed no significant effect. Corporate image fully mediated the relationship between social responsibility and reputation (Effect=.222, 95% CI[.066,.424]), and partially mediated governance and reputation (Effect=.249, 95% CI[.075,.262]). The study extends signaling theory in hospitality contexts and provides strategic implications for differentiated ESG resource allocation.