엔데믹시대 여행기업의 정체성과 평판이 조직 동일시, 조직시민행동에 미치는 영향

Impact of Corporate Identity and Reputation on Organizational Identification and Citizenship Behavior in Travel Companies in the Endemic Era

In the endemic era, travel companies face significant challenges in human resource management due to organizational changes and employee turnover. This study investigates the interrelationship between corporate identity and reputation of travel companies and their impact on organizational identification, as well as how these factors influence organizational citizenship behavior. This study seeks to provide practical assistance to travel companies in developing sustainable management strategies. Data from 259 employees in travel companies were collected via an online survey and analyzed using multiple regression analysis. The results show that corporate behavior and visual identity significantly influence personal and social identification. Corporate management strategy and communication significantly impact identification. Personal and social identification are significantly related to organizational citizenship behavior. By managing corporate identity and reputation, travel companies can enhance organizational identification among employees, fostering positive organizational citizenship behavior.