Online to offline (O2O) services, which refers to services that connect online and offline, have been evolving in recent years. As mobile devices have become increasingly utilized, O2O services are becoming a new business model for connecting and extending mobile information and offline purchases, including marketing, payments, and couponing. However, the business model of most O2O service providers is based on revenue models related to their day-to-day service areas, which are already saturated and unable to generate revenue beyond intermediary fees. In order to overcome this limitation, planning a business model in the area of information services or specialized services should be the strategic orientation of startup companies’ O2O service business. Therefore, this study aims to analyze the recent market and technology trends of the rapidly expanding O2O service business and suggest the direction of business strategies for startup companies in the O2O service sector. In particular, we analyze the technology and business models of O2O service models that have recently attracted attention, such as Korean beauty, tourism, and pet care services, and suggest future development directions. The results of this study are expected to help SMEs and startup companies set the direction for the development of O2O technologies and services.

This study aims to examine the relationship between the creating shared value of hotel companies and the corporate image and the innovation behavior and corporate performance due to the recent expansion of corporate social roles. For the analysis, a survey was conducted on employees of hotel companies, and 217 of the 250 collected data were used for the final analysis, excluding 33 unfaithful data. For empirical analysis, SPSS v.23 and AMOS v.23 statistical programs were used. The results of this study are as follows. First, hypothesis 1 was supported on the effect of hotel companies’ CSV activities on corporate image. Second, hypothesis 2 was supported on the effect of hotel companies’ CSV activities on the innovative behavior of organizational members. Third, hypothesis 3 on the effect of hotel companies’ CSV activities on corporate performance was supported. Fourth, hypothesis 4 and hypothesis 5 were also supported as the effect of corporate image on member innovation behavior and corporate performance were found to have a statistically significant effect. Finally, hypothesis 6 was also supported as the effect of members’ innovation behavior on corporate performance was found to have a statistically significant effect. Summarizing the above results, it can be seen that the CSV activities of hotel companies are factors that improve the corporate image and corporate performance and promote innovation behavior of organizational members. In addition, the corporate image can be seen as a prerequisite for improving the innovation behavior and corporate performance of organizational members and the innovation behavior of organizational members can increase corporate performance.