This study aims to find the antecedents that enhance consumer value and brand loyalty to unmanned coffee shops (UCS) that provide unmanned services during the COVID-19 pandemic. The analysis developed and tested a series of hypotheses based on data collected from 463 customers who had visited UCS in South Korea. The influence of brand experience and perceived product quality on customers’ hedonic and utilitarian values were examined, and the utilitarian values were found to have a significant effect on brand loyalty. This result signifies the importance of brand experience and perceived product quality in inducing consumers’ perceptions of value and brand loyalty in the context of unmanned services. The study’s design and results differ from those of previous brand experience studies on manned stores in the food service industry. Therefore, this study contributes to hospitality literature by applying brand experience theory, which has been applied to research on human and unmanned services. In addition, it makes an important contribution by presenting practical implications for the sustainable management of the food service industry during the COVID-19 era.

This study aimed to develop an ESG evaluation index that accurately captures the features of the hotel industry. To create the ESG evaluation index for the hotel industry, the K-ESG guidelines provided by Korea Corporate Governance Service (KCGS) were utilized as a benchmark, and also, the Korea Tourism Organization’s ESG-compliant standards for certification evaluation were taken into consideration to reflect the particulars of the hotel business as closely as possible. The initial measurement items for an ESG evaluation index were created by reviewing prior research, and they were modified and supplemented based on the results of the Delphi survey. The professionals currently engaging in business, academia, and governmental institutions, whose knowledge and expertise are specialized in the hotel industry, participated as panel members in the study. In the first round, the panel members were encouraged to brainstorm and answer the questionnaire consisting of both open- and close-ended questions. In the second round, the panel members were asked to respond to a questionnaire made up of closed questions extracted from the first round. Through both rounds, the ESG evaluation index for the hotel industry was finalized, including three domains, twenty indicators, and forty-on items. To fulfill the purpose of the study, which was to initially develop an ESG evaluation index applicable to the Korean hotel industry, this study was conducted toward the professionals in the field. This opens up interesting possibilities for more investigation. The range of participants can be widened by incorporating hotel personnel and patrons, ensuring that the ESG evaluation guidelines are specifically applicable to the hotel industry. Additionally, it appears essential to broaden the research’s focus to include the tourism industry as a whole.