The purpose of this study is to examine the effect of hotel’s corporate social responsibility on organization public relationship, corporate reputation and brand equity, verify the moderating effect of fit, The purpose of this study is to present th... The purpose of this study is to examine the effect of hotel’s corporate social responsibility on organization public relationship, corporate reputation and brand equity, verify the moderating effect of fit, The purpose of this study is to present the role and strategic direction of hotel’s corporate social responsibility in hotel business. In order to accomplish the purpose of this study, documentary study and empirical study were combined. Documentary study was developed to measure the hotel’s corporate social responsibility, organization public relationship, corporate reputation, brand equity and fit. The empirical study was conducted to select the sample of the public with the awareness of the hotel’s corporate social responsibility and to conduct the on-site questionnaire and online questionnaire. The questionnaire was divided into 4 types according to the field of hotel’s corporate social responsibility and volunteer in social welfare field, donation in social welfare field, volunteer of employees in environmental protection field, donation in environment protection field. The SPSS 21.0 statistical program was used for the analysis by using 400 valid samples with 100 copies for each of the four types except for 34 cases with inconsistent or inadequate responses. The results of the empirical analysis are as follows. First, We tried to verify the role of hotel’s corporate social responsibility in hotel companies. The relationship between environmental protection and philanthropic responsibility has a significant impact on public relations, corporate reputation and brand equity. Especially, charitable responsibility has a relatively high impact on environmental protection. Since philanthropic responsibilities such as social contribution are recognized as representative social responsibility activities, it is necessary to maintain and manage public awareness favorably through the philanthropic responsibility of hotel companies centering on potential problems and issues of society. Second, this study tried to verify whether organization public relationship as the essence of PR can contribute to the corporate value of corporate reputation and brand equity, which is a cognitive evaluation. Therefore, it is shown that the relationship between organization public relationship and corporate reputation and brand equity has a significant effect on the interactional relationship among organization public relationship. This suggests that hotel companies and the public should strive to maintain a relationship based on mutual understanding and trust, thereby forming a favorable corporate reputation and building a positive corporate brand equity. Therefore, in order to obtain favorable corporate reputation and positive value of hotel companies, it should be recognized as a transparent and authentic hotel company considering the characteristic of hotel industry which provides intangible service. Third, corporate vision has a significant effect on brand perception, and corporate ability has a strong influence on brand preference. Therefore, in order to easily recognize and remind the hotel brand, it needs a management strategy that presents a clear vision that combines excellent leadership. In order to increase customer's preference for hotel brand, it is necessary to increase long-term value through stable management activities . Fourth, we tried to verify the effectiveness of fit in hotel’s corporate social responsibility. This study examined the moderating effects of fit hotel’s corporate social responsibility on the relationship between organization public relationship and corporate reputation. The relationship between environmental protection and philanthropic activities of the hotels' social responsibility is influenced by organization public relationship and corporate reputation. Therefore, it is suggested that hotel companies should select strategic issues related to the hotel's major business and market from environmental protection and philanthropic responsibility and establish strategic support in line with corporate values, which can lead to various public participation and cooperation. Fifth, there is a significant difference in perceived suitability according to the field of hotel’s corporate social responsibility and the type of operation. In the social welfare field, the group exposed to the virtual articles that volunteered the employees recognized the most suitability between the hotel’s corporate social responsibility and hotel companies. This can lead to the positive response of the public by planning and executing the social responsibility activities of the social welfare sector related to the main products of hotel companies among the public needs, needs, and social concerns and issues, Suggesting that it will be possible to establish a plan. In addition, for the sustainable hotel’s corporate social responsibility, volunteer activities by employees should be carried out with social responsibility activities using the expertise and technology of each employee in order to make a real contribution to the local community rather than simple effort service. The purpose of this study is to provide a strategic direction for hotel’s corporate social responsibility as a sustainable marketing strategy, demonstrating the relationship between hotel’s corporate social responsibility, organization public relationship, corporate reputation, brand equity and fit, Some of the limitations include: First, this study is inferred that the centralization or homogenization of the sample is somewhat different due to time and cost constraints in empirical studies. Second, hotel’s corporate social responsibility are social welfare and environmental protection, and operating forms are operated by volunteer work and direct donations. These responses maximized the respondents' responses, but they did not include the various social responsibility activities currently being performed by hotel companies. Third, We tried to improve the external equivalence of the four virtual articles. However, since the number of words used in the experiment was not constant, we could not completely control the external equivalence of the virtual articles used as stimuli of the experiment. Therefore, in future research, it is expected that the research that collects various opinions of the group considering the limitation of research and reflects the hotel’s corporate social responsibility extensively will be continued. ，免费韩语论文，韩语论文范文 |
