리조트 방문객 관점에서 리조트 ESG 활동의 중요성이 기업신뢰 및 고객행동의도 간의 관계

The Relationship between Corporate Trust and Customer Behavioral Intentions in the Importance of Resort ESG Activities from a Resort Visitor's Point of View

From a marketing perspective, this study aims to identify major factors for eco-friendly management and social responsibility of resorts, as well as governance, to determine how they affect corporate trust perceived by customers and their behavioral intentions. As for the survey for the study, an online survey was conducted, and only those in their 20s or older were designated as respondents. Additionally, we have enhanced the quality of our responses through an additional explanation of ESG. 156 copies of the collected questionnaire were used for analysis. As a result of the study, it was found that environmental factors, social factors, and governance factors, which are factors of resort ESG management activities, all have a significant effect on corporate trust. In addition, corporate trust was found to have a significant effect on behavioral intention. In addition, in the relationship between resort ESG management activities and behavioral intention, environmental and social factors among resort ESG management activity factors were found to have a significant effect on behavioral intention. However, it was found that governance factors did not significantly affect behavioral intentions. As such, research results that companies' ESG management activities also affect consumer responses can contribute to improving awareness of the need and importance of companies to actively participate in ESG activities in the future. Now, companies' ESG activities are seen as useful management strategies that can have a positive impact on consumers as well as investors in terms of activities for long-term growth.