The Influence of Hotel and Resort Companies’ Creating Shared Value on the Corporate Image and Action Intention

Abstract

In order to grow the hotel resort industry, differentiated marketing activities are needed. Therefore, it is necessary to increase the common value with the local community by practicing the creation of shared value. The purpose of this study is to empirically analyze the effects of hotel resort companies` Creating Shared Value activities, corporate image and behavioral intention on customers of hotel resorts in Busan and Gyeongnam based on related previous studies. The results are as follows. First, the social value of Creating Shared Value affects the functional image of corporate image and social value, cultural value and economic value affect emotional image in order. Second, social value, cultural value and economic value of Creating Shared Value increased behavioral intention in order. Third, emotional image and functional image of corporate image increased behavioral intention in order. Through this study the importance of Creating Shared Value activities of hotel resort companies will be emphasized. I would like to emphasize that it is necessary to change the perception that the cost of activities for creating shared value in hotel resort companies is not just expenses but also the capital that companies should invest.