This study derived resort ESG management activities from a consumer perspective.To this en resort ESG management activities consisted of environmental factors, social factors, and governance factors. It also identifies the structural relationship between the corporate image based on ESG management activities and the intention to pay additionally. The survey was conducted online by a research institute and 163 copies were used for analysis The collected data was subjected to frequency analysis to understand the demographic status using SPSS/PC+ WIN 21.0. Reliability analysis, exploratory factor analysis, and confirmatory factor analysis were conducted to find out the reliability and validity of resort ESG management activities, corporate image, and additional payment intention. In addition, structural equation analysis was conducted using AMOS 18.0 to achieve the research purpose. As a result, it was found that among the factors of resort ESG management activities, governance factors had a significant effect on the corporate image. However, it was found that environmental and social factors did not significantly affect the corporate image. In addition, the corporate image was also found to have a significant effect on the intention to pay additional payments.
It was found that all factors of resort ESG management activities had a significant effect on the intention to pay additionally. Through the research results, the following academic and practical implications are provided. The academic implication is that ESG's research area has been expanded with research on how it affects consumers based on consumer perceptions of corporate ESG activities In particular, the elements of ESG management activities for the resort industry were identified at a time when the tourism industry was not covered in the international discussion process on ESG management. It can also be meaningful that it attempted to study the impact of ESG activities on corporate image and additional payment intention.