고객이 지각한 호텔 ESG 경영이 재방문의도에 미치는 영향 - ESG 경영인식의 조절효과 중심으로 -
Effect of customer-perceived hotel ESG management on revisit intention - Focusing on the moderating effect of ESG management awareness -
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초록
본 연구는 호텔기업 경영에 있어 ESG 활동이 고객 심리와 재구매 행동에 영향을 미치는 중요성에 관한 구체적 연구의 필요성이 제기되는 현실에서 국내 5성급 호텔을 1년 안에 이용한 고객을 대상으로 ESG 경영활동이 재방문의도에 미치는 역할을 검증하고자 하였고, 고객 ESG 인식 차이에 대한 조절 효과를 검증하고자 하였다. 호텔기업의 경쟁 심화구도 속에서 호텔은 고객 유치를 위한 차별화를 위해 노력하고 있으며 이와 같은 노력의 일환으로 고객 평생 가치를 실현하기 위한 ESG의 관심은 환대산업 분야 기업에서 중요한 부분을 차지하고 있다. 본 연구는 ESG를 경험해 본 고객을 대상으로 총 321부의 설문지를 배포하여 최종적으로 300부를 실증분석에 사용하였다. 본 연구의 결과는 첫째, 호텔 기업의 ESG 경영(사회, 환경, 지배구조)는 고객의 지각된 가치에 모두 유의한 정(+)의 영향을 미치는 것으로 나타났다. 둘째, 호텔 ESG 경영에 대한 인식 수준을 조절 변수로 활용하여 호텔 ESG 경영이 재방문의도에 미치는 영향에서 조절 효과를 확인하였으며, 환경정책과 사회정책이 재방문의도에 미치는 영향에 있어 인식 수준에 따른 조절 효과를 나타냈으며, 지배구조 정책은 조절 효과가 나타나지 않았다. 본 연구를 통해 소비자들의 재방문을 위해서는 소비자들에게 ESG 경영에 대한 부분을 더 적극적으로 알리고, 고객들이 인지하기 어려운 지배구조에 대한 부분을 홈페이지에 공시하여 다른 기업들과 차별된 가치를 느끼도록 하는 것이 무엇보다 중요할 것이라 사료 된다. 뿐만 아니라 호텔 상품 구매 시 ESG 경영이 재방문의도에 긍정적 영향을 미치므로 호텔에서 다양한 고객 유치를 위한 환경, 사회, 지배구조 정책을 위한 적극적인 노력이 수반되어야 할 것이다.
Abstract
In this study, the need for specific research on the perception of the importance of affecting customers' psychology and behavior of ESG activities in hotel company management is raised, and ESG management activities are aimed at verifying the role of ESG management activities in Korea within a year. As part of this effort, ESG's interest in realizing customer lifetime value is an important part of companies in the hospitality industry, as hotels are trying to differentiate themselves to attract customers amid intensifying competition among hotel companies. In this study, a total of 321 questionnaire papers were distributed to customers who experienced ESG, and 300 copies were finally used for empirical analysis. The results of this study are as follows. First, ESG management (social, environment, and governance structure) of hotel companies was found to have a significant impact on customers' perceived values. Second, by using the level of awareness of hotel ESG management as a regulator, the effect of hotel ESG management on re-visit intentions was confirmed, and the effect of environmental and social policies on re-visit intentions was not shown. In order for consumers to visit again through this study, it is more important than anything else to inform consumers of ESG management and disclose the control structure on the website that is difficult for customers to recognize so that they feel differentiated from other companies. In addition, ESG management has a positive impact on the intention of re-visiting when purchasing hotel products, so active efforts should be made for environmental, social, and governance policies to attract various customers from hotels.
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