The Impact of Hotel Companies' ESG Activities on Corporate Image, Trust and Customer Loyalty

This study investigates the effects of hotel corporations’ ESG (Environmental, Social, and Governance) activities on corporate image, corporate trust, and customer loyalty. The results show that environmental and social dimensions of ESG significantly and positively influence corporate image, corporate trust, and customer loyalty. Governance practices, while positively affecting corporate image, had no significant impact on trust or loyalty. Corporate image was found to significantly enhance both trust and loyalty, and corporate trust also positively influenced customer loyalty. These findings suggest that ESG initiatives—particularly those related to environmental protection and social contribution—are effective strategies for enhancing hotel brand image, building customer trust, and fostering long-term loyalty. The limited effect of governance may stem from its low visibility or relevance from the customer’s perspective.