Crisis Management Strategies for Enhancing Organizational Trust in Hotels - Focusing on Korean 5-Star Hotels -

This study empirically examines the impact of crisis management strategies on organizational trust in five-star hotels in South Korea. Additionally, it investigates the moderating effects of crisis types (internal and external), hierarchical organizational culture, and hotel management types (domestic and international brands) on this relationship. Data were collected from 320 mid-level hotel managers through a structured survey and analyzed using SPSS 21.0 for multiple regression and moderation analysis. The results confirmed Hypothesis 1, showing that communication strategies and budget utilization strategies have significant positive effects on organizational trust, whereas HR and pricing strategies did not show significant effects. Hypothesis 2 was partially supported: internal crisis types weakened the effect of communication strategies but strengthened the effect of budget utilization strategies, while external crisis types showed no moderating effect. Hypothesis 3 was supported, indicating that hierarchical organizational culture significantly amplified the effects of communication and pricing strategies on organizational trust. Hypothesis 4 was also supported, demonstrating that the moderating role of hotel management type varies: in domestic brand hotels, communication and pricing strategies were more effective, while in international brand hotels, HR strategies had greater influence. These findings highlight the importance of tailoring crisis management strategies to specific crisis types and organizational contexts to enhance organizational trust. The study offers theoretical and practical insights into designing effective crisis management strategies and fostering trust among employees in the hospitality sector.