MZ세대의 관광기업 사회적 책임이 기업이미지, 기업신뢰, 행동의도 및 추가 지불의사에 미치는 영향 연구

The Impact of Corporate Social Responsibility of Tourism Companies on Corporate Image, Corporate Trust, Behavioral Intentions, and Willingness to Pay among Generation MZ

This study examined the effects of social responsibilit of tourism companies on corporate image, corporate trust, furthermore, customer behavioral intention, and additional payment intention. To this end, an online survey was conducted from February 22 to February 27, 2023 to obtain the final 179 response data. The results of analyzing this through statistical techniques are as follows: First, it was found that ethical responsibility, which is a part of a company's social responsibility, has a positive effect on corporate image. Second, it was found that corporate social responsibility had a positive effect on corporate trust. Third, it was found that community contribution, which is a part of corporate social responsibility, has a positive effect on action intention. Fourth, it was found that corporate social responsibility had a positive effect on additional payment intention. Fifth, it was found that action intention had a positive effect on additional payment intention. Based on these results, the suitability of the proposed model was confirmed by grasping the structural relationship between variables using the concepts of social responsibility, corporate image, corporate trust, action intention, and additional payment intention. The theoretical framework proposed in this research model provides the basis for research on the social responsibility of the tourism industry. In addition, it proposes a strategic operation plan for the social responsibility activities of tourism companies, which are important for future economic consumption of the MZ generation.