호텔 이용자의 ESG 경영 중요성 지각이 지각된 가치, 신뢰, 정서적 웰빙, 브랜드 선호를 통해 손실 수용의도에 미치는 영향

초록

Environment, social, and governance (ESG) have emerged as an essential topic, and consumer demand for products and services produced by companies is also rising. Nevertheless, no research has been conducted on hotel guests' perceptions of the ESG activities importance and their impact on their subsequent psychological and behavioral responses. Therefore this study aimed to examine the impact of guests’ perceptions of ESG management activities' importance on certainty losses for value and trust, brand preference, and emotional well-being. Online survey data from hotel guests who were aware of ESG management's importance were analyzed using IBM SPSS 22.0 and AMOS 22.0 programs. Results reveal that the environmental and governance activities of hotels significantly influenced perceived value and trust. Nonetheless, social activities did not affect perceived value and trust. The perceived value of ESG management had substantial and positive impacts on brand preference, emotional well-being, and trust. Meanwhile, trust has substantial influences on brand preference and emotional well-being. By comparing the utility and value of choosing ESG management hotels and the resultant inconvenience and financial loss, this study found that hotel guests would choose ESG management hotels despite additional payment. In addition, based on the results of hypothesis testing, academic and practical implications for the sustainable growth of hotels are discussed.

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