여행사의 소비자 참여형 CSR활동 유형에 따른 라포형성과 기업이미지 관계 연구

A Study on Relation of Corporate Image and Rapport-building Segmented by Types of Consumer-participating CSR Activities of Travel Agencies

It is becoming widely perceived that CSR activities can be investment for shared growth of the corporation and the society rather than simple expenses. The purpose of this study is to analyze impact relation of different types of consumer-participating CSR activities of travel agencies as a means of sustainable business management strategy, and to present a practical direction. The study has the following implications. First, this study is the research on rapport-building and corporate image of different types of consumer-participating CSR activities of travel agencies in the initial stage. Second, the study presents rapport as a new scale which can be utilized in the follow-up studies on social CSR activities of travel agencies. Third, by analyzing examples of consumer-participating CSR activities rather than the conventional corporate-driven CSR activities, and by presenting the difference of impact on rapport-building and corporate images in each case of sharing type and service type. Fourth, the study proved that service type CSR activities have greater impact relation on rapport-building and corporate images than sharing type CSR activities. Fifth, it is expected that the study may contribute to activation of consumer-participating CSR activities.