This study aimed to examine the effect of a hotel`s cause-related marketing (CRM) on the hotel`s brand image and customers` behavior intention. Based on a review of related literature, a structural model among the three constructs were developed. The model suggested that the CRM of a hotel might make positive impact on the hotel`s brand image and the customers` behavior intention. It also proposed that a hotel`s brand image might be positively associated with the customers` behavior intentions. Data were conveniently collected from 422 customers who visited five-star hotels in Seoul on October 2010. Results of a structural equation model analysis empirically verified the positive relationship between the CRM and brand image. It also confirmed the positive relationship between the brand image and customers` behavior intention. However, the relationship between the CRM and customers` behavior intention did not fit the data. Based on the findings of this study, practical implications and future research directions were discussed.