원문정보
A study on the relation between corporate responsibility activity of the hotel, corporate image and behavioral intention : Centered Around Daejeon Area
초록
영어
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.
목차
Ⅰ. 서론
Ⅱ. 이론적 고찰
1. 사회적 책임(Corporate Social Responsibility: CSR)
2. 기업 이미지
3. 행동의도
4. 사회적 책임ㆍ이미지ㆍ행동의도 간의 관계
Ⅲ. 조사 설계
1. 연구모형 및 가설설정
2. 가설설정
3. 측정변수 및 설문지 구성
4. 자료수집 및 분석방법
Ⅳ. 실증분석
1. 조사표본의 일반적 특성
2. 측정 모형(measurement model) 검증 및 구성개념 타당도(construct validity) 확인
3. 각 연구단위 간의 상관관계 분석
4. 구조모형(structural model) 측정 및 가설검증(hypotheses testing)
Ⅴ. 결론 및 시사점
참고문헌