호텔기업의 윤리경영이 호텔이미지 및 고객 이용의도에 미치는 영향

다국어 초록 (Multilingual Abstract)

This study examines the effects of hotels` ethics management on the image of the hotel and the purchase intention by the customers, through structural equation model analysis for a causal models which was developed by the presumed constructs of ethics management, image and purchase intension. 373 effective samples were gathered by the convenient sampling but with a deliberate efforts of soliciting sincere responses for people over 20 years old living in capital regions of Seoul in Korea. The findings showed such hotel`s ethics management factors as the environment protection activities and staff benefits appeared to be positively related to the emotional image among various hotel image factors. The social image, on the other hand, appeared to have a positive influence from the donation and contribution activities, and public utilities activities in ethics management factors. In case of physical image, it appeared to have a positive influence from the consumer protections, public utilities activities, and employee benefits factors. Purchase intention by customers were found to be affected significantly by all three image factors of emotional image, social image and physical image, together with one direct effect by ethics management factor of public utilities activities. The results by SEM analysis confirmed the presumed causal model of this study with acceptable criteria of goodness of fit.

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