조직문화특성이 호텔PR 전략에 미치는 영향

Impacts of Organizational Culture Pattern on Hotel Public Relationship Strategy: Focused on Perception of Hotel Officers

This study is to explore the relationship between PR and organizational culture patterns. The relationship between PR and organizational culture patterns was considered as follows. First, employee orientation had significant influences on public affairs management, crisis management, reputation management, and didn’t have a significant influence on promotion and campaign management. Second, customer orientation had significant influences on public affairs management, crisis management, and didn’t have significant influences on reputation management, promotion and campaign management. Third, innovation orientation had significant influences on public affairs management, crisis management, and didn’t have significant influences on reputation management, promotion and campaign management.