A Study on the Relationship between Tourists' Perception of Hospitality Businesses' ESG Awareness and Behavioral Intentions at Tourist Destinations and an IPA Analysis: Focusing on the Moderating Effect of Perceived Value

This study confirmed the influence of ESG of hospitality service providers on tourists' perception and behavioral intention and the moderating effect of perceived value between ESG and perception.This study aims to derive the characteristics of ESG items perceived by tourists.To this end, theoretical considerations and empirical research were conducted in parallel, and tourists' evaluations of ESG items were analyzed using importance-satisfaction analysis (IPA).The purpose was to clarify the causal relationship between the ESG activities of hospitality service providers and tourists' perceptions and behavioral intentions.In addition, the purpose was to determine whether perceived value had a moderating effect between ESG and perception.The analysis showed that tourists attach high importance to policy factors such as environmental protection and relationships with employees pursued by ESG.Still, there was a gap between policy and implementation, such as recognizing some inconveniences in the service use process.In addition, the three hypotheses set in the relationship between ESG, awareness, and behavioral intention perceived by tourists did not produce significant results between ESG and awareness.Still, they confirmed that ESG formed a significant causal relationship between behavioral intention and awareness and behavioral intention.It was shown that perceived value moderated between ESG and awareness.These results suggest that ESG management is required in all industries, and more active interest, understanding, and practical application are needed in the hospitality industry.Therefore, ESG should not be approached simply as a policy obligation; instead, an attitude of recognizing and practicing it as part of the ethical responsibility of hospitality service companies is required.