호텔의 사회적 책임활동이 공중 관계성과 호텔이미지에 미치는 영향

• 영문명: A Study on Hotel's Corporate Social Responsibility Themes and Types on Involvement, Organization-Public Relationships and Hotel Image
• 발행기관: 관광경영학회
• 저자명: 이주형 김수경 최승리
• 간행물 정보: 『관광경영연구』제19권 제4호, 41~62쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2015.09.30

영문 초록

The purpose of the study aimed at examining customer response to the activities of hotel's CSR. and the effect hotel's CSR on OPR and hotel's corporate image focusing on the role of CSR Themes and Types on Involvement whether it plays a role of controlling hotel's CSR. To achieve this purpose, the study classified CSR activities into two themes: social welfare and environmental protection. Types were classified into three categories: donation/sponsorship, corporate direct activity, and volunteer activities of employees. The study carried out literature review and empirical analysis. Empirical subjects were customers who visited five-star hotels in Seoul. To investigate customer responses, the study conducted a questionnaire survey. Frequency analysis, reliability analysis, confirmatory factor analysis(CFA), t-test and ANOVA were conducted by using SPSS 21.0 version. First, in relation to hotel's CSR themes, “social welfare” was the most strongest theme to enhance OPR and hotel's corporate image. Second, in terms of hotel's CSR type, “volunteer activities of employee” was the most strongest theme to enhance OPR and hotel's corporate image. Accordingly hotel's CSR activities can be utilized as research differentiation tools.

목차

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 연구방법

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

Corporate Social Responsibility Organization-Public Relationships Hotel Image Involvement