호텔의 사회적 책임활동이 조직-공중 관계성과 기업명성에 미치는 영향

Abstract

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.