여행 및 관광 산업에서 ESG 활동이 브랜드 사랑, 브랜드 이미지, 만족도, 및 충성도에 미치는 영향

Abstract

Purpose The aim of this research is to comprehend the relationship among brand love, brand image, satisfaction, and brand loyalty in the context of travel agencies’ ESG(i.e., environmental, social, governance aspects) activities. Additionally, the moderation effect of multidimensional consumer belief in ESG among brand love, brand image, satisfaction, and brand loyalty is also investigated. Methods In order to understand the consumer perception of companies' ESG activities, data were collected from the United States based on the size and growth of the travel and tourism industry, and a total of 371 valid replies were obtained. To test the relationship between focal variables, structural equation modeling and multi-group analysis were applied by using AMOS 21. Results Finding reveals that the brand image positively influence satisfaction and brand love. In addition, satisfaction positively affect brand loyalty. Lastly, multi-group analysis is performed to identify the difference between customers with high and low multidimensional consumer belief in ESG. Conclusion Due to the limited amount of research on travel agencies’ ESG activities, this research confirms useful insights to achieve sustainable growth in the context of travel agency industry.