호텔의 사회적 책임활동이 조직-공중 관계성과 기업명성에 미치는 영향

• 영문명: A Study on the Effects of Hotel’s Corporate Social Responsibility as Influence on Organization Public Relationship and Corporate Reputation
• 발행기관: 관광경영학회
• 저자명: 김수경 이수호 김유니
• 간행물 정보: 『관광경영연구』제22권 제2호, 25~46쪽, 전체 22쪽
• 주제분류: 사회과학 > 관광학
• 파일형태: PDF
• 발행일자: 2018.03.31

영문 초록

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.

목차

Ⅰ. 서론

Ⅱ. 이론적 배경

Ⅲ. 연구설계

Ⅳ. 분석결과

Ⅴ. 결론

참고문헌

키워드

Corporate Social Responsibility Organization-Public Relationships Corporate Reputation Authenticity