Abstract
The purpose of this study was to investigate the impact of resort corporate social responsibility activities on resort image and customer loyalty of MZ generation. Questionnaires were used total of 307 questionnaires for frequency analysis, reliability analysis and correlation analysis, confirmatory factor analysis and structural equation model with SPSS 26.0 and AMOS 23.0. The findings are as follows. First, resort corporate social responsibility activities have a positive impact on resort image. Second, resort image has a positive effect on the loyalty of MZ generation customers. Third, resort corporate social responsibility activities have a positive effect on the loyalty of MZ generation customers. Fourth, resort image is mediated in the relationship between the resort's social responsibility activities and the loyalty of MZ generation customers. Therefore, to enhance the image of resorts and the loyalty of MZ generation customers, resort corporations should develop ethical practices, investment in renewable energy, eco-friendly marketing, leveraging Korean celebrities for advertising, creating a social responsibility evaluation system for resort companies, and obtaining social responsibility certification through SNS.
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