호텔기업의 ESG경영이 이용고객의 소비가치에 미치는 영향에 관한 연구

Abstract

This study empirically examines the effects of hotels’ ESG management practices on consumers’ perceived consumption value with the aim of proposing mid- to long-term strategic directions for ESG management in the hotel industry. Through this analysis, the study seeks to derive implications for the development of sustainable management strategies in hotel firms. The results indicate that all three dimensions of ESG management—environmental, social, and governance—exert statistically significant and positive effects on consumer value, thereby extending and validating prior research findings. Notably, the magnitude of influence follows the order of social responsibility, governance, and environmental factors, suggesting that the protection of stakeholder rights and the establishment of transparent and accountable management systems should be emphasized alongside environmental initiatives. Given that consumption value serves as a key criterion by which consumers evaluate and justify their consumption behavior, ESG management functions as an important cognitive frame shaping consumer judgments. Accordingly, hotel firms should strategically strengthen ESG management, including continuous and systematic improvements in corporate governance. In addition, hotel firms should develop multifaceted marketing communication strategies to effectively translate ESG initiatives into positive consumer value formation and attitudinal outcomes. This includes actively communicating environmentally responsible production processes, eco-friendly disposal practices, and ESG initiatives that can be directly experienced during hotel stays, as well as implementing revisit-inducing strategies such as the provision of green rooms and sustainability-based experiential programs. Such approaches are expected to enhance consumers’ alignment with ESG values, thereby contributing to increased intentions for repeat patronage.