관광경영학회

출판자료

정기 학술지

관광경영연구, Vol.22. (2018)
pp.25~46

호텔의 사회적 책임활동이 조직-공중 관계성과 기업명성에 미치는 영향

김수경

(경기대학교 관광학 박사)

이수호

(대경대학교 외래교수)

김유니

(경기대학교 대학원 관관경영학과 박사과정)

The purpose of this study is to examine the effect of hotel’s corporate social responsibility on organization public relationship and corporate reputation, verify the moderating effect of authenticity. The purpose of this study is to present the role and strategic direction of hotel’s corporate social responsibility in hotel business. We conducted a 20-day survey from September 11, 2016 to September 30, 2016 to investigate customer responses. Among the collected questionnaires, 400 valid samples were used, except for 34 cases with inconsistent or inappropriate responses. For the analysis of the data, frequency analysis, reliability analysis, confirmatory factor analysis (CFA) and multiple regression analysis were performed using SPSS version 21.0. The results of the empirical analysis are as follows. First, We tried to verify the role of hotel’s corporate social responsibility in hotel companies. The environmental protection and charitable responsibilities of hotel's social responsibility have a significant influence on organization public relationship and corporate reputation. Second, we examined whether organizational public relations as the essence of PR can contribute to enterprise value of corporate reputation which is cognitive evaluation. Third, the moderating effects of authenticity in the relationship between hotel social responsibility and organizational public relations were examined.

  Corporate Social Responsibility. Organization-Public Relationships. Corporate Reputation. Authenticity.

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