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This study executed an empirical analysis to verify the relation between corporate responsibility activity of the hotel, corporate image and behavioral intention focusing on the hypothesis. The research expects that the result of the research could contribute to the encouragement of social responsibilities for five-star hotels in the local in terms of local voluntary activities, responsibilities of local society, improvement of quality of life of local residents and pleasant environmental arrangement as well as the economic value. To achieve the purpose of the research, a questionnaire survey was carried out from May 1. 2013 to March 30. 2013. Total 300 sheets were distributed among. 278 were collected among which 262 sheets were finally used except for insufficient or incoherent sheets. As a result of factors on social responsibility activity, ethical activity, voluntary activity and economic activity were extracted. And environment, service quality and appearance image were figured out as image. Finally, behavioral intention was examined. The influence verification was carried out between social responsibility activity and image, and between image and behavioral intention. As a result, it showed that corporate responsibility activity of the hotel affected image, and image had significant effects on behavioral intention. It demonstrates the suggested hypothesis is relevant to give proper implication.
[Kisti 연계] 대한제과협회 베이커리 Vol.1996 No.11 1996 pp.39-53
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