The Moderating Effect of ESG on the Relationship Between Brand Image and Relationship Orientation: Focusing on the Hotel Industry

Purpose - This study investigates the influence of brand image on relationship orientation in the hotel industry and explores how ESG factors moderate this relationship.Design, Data, and Methodology - Regression analysis was conducted on survey data collected from 194 valid responses to examine both the direct effects of brand image on relationship orientation and the moderating effects of ESG components.Results - Brand image has a significant positive effect on relationship orientation. Among ESG factors, social responsibility (S) strengthens this relationship, while governance (G) negatively moderates it. Environmental (E) factors show no significant effect, suggesting that customers see them as baseline expectations rather than differentiators.Conclusion - To enhance the effect of brand image on relationship orientation, hotels should prioritize social responsibility initiatives and transparent governance strategies without harming customer perceptions. The limited role of environmental factors highlights the need for innovative sustainability approaches. This study offers insights for sustainable growth by emphasizing the roles of social responsibility and governance in strengthening brand image’s impact on customer relationships.