호텔기업의 사회적 책임(CSR) 활동에 따른 기업이미지가 기업평판에 미치는 영향에 관한 연구

A Study on the Influence of Corporate Image on Corporate Reputation According to The Hotel enterprise’s Corporate Social Responsibility

A Study on the Influence of Corporate Image on Corporate Reputation According to The Hotel enterprise’s Corporate Social Responsibility. There are 3 hypotheses based on Corporate Social Responsibility, Corporate Image and Corporate Reputation. Then we tested the data from questionnaires using SPSS 22.0. the data were collected for a month from November 10 to December 15. First, according to analysed result, Eight out of Twelve as affective facts of Corporate Social Responsibility influenced on Corporate Image. Second, Three out of Three as affective facts of Corporate Image influenced on Corporate Reputation. Lastly, Three out of Four as affective facts of Corporate Social Responsibility influenced on Corporate Reputation. As the result of this study, In the 2020s, hotel enterprise are expected to take the lead in environmental issues that are better than now. Customers expect the differentiated sustainable products of hotel companies, activities that contribute to the development of the national and regional economies, and individual responsibility activities that utilize characteristics of hotel companies through transparent management and various programs and operations for win-win cooperation with business partners. To emerge as a representative hotel company in Korea, if it becomes a company that provides credibility by realizing program products that reflect consumer trends and implementing more authentic services to customers, it will be able to plant an image of itself as a hotel company for customers without having to pay a lot of advertising and marketing expenses. It is not expected that customers will feel any activity on the environmental responsibility of the hotel company yet, but only those companies that move ahead in areas related to the environment are expected to survive. Therefore, We hope to become a Republic of Korea that takes the lead in the era of superhumanity beyond the eco-friendly image of hotel companies by actively engaging in responsible activities that are consistent with the national environmental policy and considering the environment of eco-friendly products, eco-friendly design, image and organization.