The impact of CSR satisfaction on destination loyalty: a study of MICE travelers in Thailand

The objectives of this research are firstly, to study the characteristics of CSR activities conducted for international business groups. Secondly, to analyze the factors that impact business travelers’ satisfaction with CSR activities, and thirdly, to analyze the influence of satisfaction with CSR activities on destination attachment and destination loyalty. A questionnaire survey was conducted with 127 business participants from three corporate meetings and one convention group. The results reveal the characteristics of CSR activities of corporate meetings and conventions in Thailand. Business travelers’ satisfaction with CSR activities is influenced by their personal altruistic attitudes and the efficacy of local service providers. Satisfaction with CSR activities has a direct impact on destination attachment and an indirect impact on destination loyalty. CSR activities could be used as tools to influence the revisit intention of corporate meeting and convention participants. A CSR activity during a business trip is a novel concept that can be utilized by destination management companies as well as national tourism organizations to develop satisfying tourism products.     

Corporate social responsibility and systematic risk of restaurant firms: The moderating role of geographical diversification

Despite growing attention to corporate social responsibility (CSR) in the tourism literature, the relationship between CSR activities and systematic risk, one of the critical components in evaluating shareholder value, has been a topic of scarce examination. Further, the moderating role of geographical diversification on the link between CSR and systematic risk in the restaurant context has not been studied. Therefore, the current study explores these issues in the restaurant context based on the organizational theory and stakeholder theory. In addition, this study dichotomizes CSR activities into two dimensions, socially responsible activities (i.e., positive CSR) and socially irresponsible activities (i.e., negative CSR), to examine the separate effects of the two dimensions. A two-way fixed-effects model that effectively accounts for unobserved effects in a panel data set has been employed to test the proposed hypotheses.     

Impacts of positive and negative corporate social responsibility activities on company performance in the hospitality industry

In spite of growing concern for corporate social responsibility (CSR) in various industries including the hospitality industry, the relationship between CSR activities and financial performance is a rarely examined subject in the hospitality context. Especially, research measuring the separate impacts of positive and negative CSR activities on companies’ financial performances remains, as yet, unconsidered. Thus, this study examines different impacts of positive and negative CSR activities on financial performance of hotel, casino, restaurant and airline companies, theoretically based on positivity and negativity effects. Findings suggest mixed results across different industries and will contribute to companies’ appropriate strategic decision-making for CSR activities by providing more precise information regarding the impacts of each directional CSR activity on financial performance.     

The impact of hotel CSR for strategic philanthropy on booking behavior and hotel performance during the COVID-19 pandemic

During the novel coronavirus (COVID-19) pandemic, some hotels have engaged in corporate social responsibility (CSR) activities to help overcome the crisis. Given that most existing research examines the impact of hotel CSR on a single stakeholder, how hotel CSR activities in a crisis are perceived by multiple stakeholders is unknown. Drawing on the concept of strategic philanthropy, this study examines the impact of hotel CSR activities during the pandemic, such as providing accommodations to healthcare workers, on hotel firms' market value and prospective hotel customers’ booking behavior. Adopting mixed-methods approach, this study finds negative impacts of hotel CSR for strategic philanthropy on firm market value and customer booking behavior. The study result indicates that the value of hotel CSR depends on the nature and environmental contexts of CSR. Specific theoretical and practical implications are provided.     

Are better-connected CEOs more socially responsible? Evidence from the U.S. restaurant industry

Extensive research has documented how corporate social responsibility (CSR) outcomes are determined by CEOs' intrinsic characteristics, while their social network status has been under-researched. Building on impression management theory and resource-based theory, the current study analyzes the association between CSR activities and top management's position in the social hierarchy, i.e., network centrality. The heterogeneous effects across different restaurant and CSR types are examined based on stakeholder theory. Using a panel dataset of publicly traded U.S. restaurant companies and a novel dataset of CEO network centrality, we find that firms with highly connected CEOs are involved in more socially responsible activities. In addition, the marginal effect of network centrality on CSR is stronger for fast-food than for full-service restaurants and more prominent for external than internal stakeholder subcategories. The results advance the determinant analysis of CSR and provide managerial implications for CEO selection and policy suggestions on CSR promotion.     

Corporate social responsibility signaling,evaluation, identification,and revisit intention among cruise customers

Abstract

Improvements in customer knowledge and interest in cruise tourism have facilitated the growth of the cruise industry. However, the cruise industry has limited research attention from tourism and hospitality scholars. Furthermore, in the cruise setting, although a large number of corporate social responsibility (CSR) messages are sent to customers, it seems reasonable to suspect that not all CSR activities are effective to achieve the sustainable growth of the company. Therefore, this study aims to expand the existing knowledge of cruise CSR by examining the impact of customers’ perceived value of socially responsible consumption behavior on brand-related outcomes. Data from 292 cruise customers in the United States are collected through online surveys. Findings support the evidence that CSR signaling influences customers’ positive evaluation and identification with a cruise brand, but no direct impact on their behavioral intention is observed. Also, the mediating role of evaluation and identification in the relationship between CSR signaling and revisit intention is examined. In this study, the signaling and social identity theories are supported by an empirical study to addresses the importance of customers’ socially responsible consumption trait in sustainable growth.     

Effect of CSR activities on meaningfulness,compassion, and employee engagement: A sense-making theoretical approach

Despite growing recognition of CSR’s importance in hospitality industry, empirically-derived insight into its drivers, dynamics, and outcomes remains limited, as investigated in this study. Built on the sense-making theoretical perspective to explore the effect of CSR activities on employee engagement while examining the mediating role of meaningfulness and compassion on the relationship between CSR and employee engagement. To investigate our hypotheses, we conducted a questionnaire survey among 350 employees of selected luxury hotels in New Delhi, India. The results reveal CSR’s positive effect on employee engagement. In addition, meaningfulness and compassion partially mediate the association of CSR with employee engagement. This study identifies how CSR activities bring out a helping behavior in the form of compassionate acts, and offer meaning to employees in the hospitality context that is, otherwise, paralyzed by work-life imbalances and employee cynicism.     

Impacts of cruise industry corporate social responsibility reputation on customers’ loyalty: Mediating role of trust and identification

Despite the high relevance of Corporate Social Responsibility (CSR) in service businesses, investigations of its influence on the cruise sector are scarce. Relying on institutional theory, this study proposes a model with cruise customers’ trust and identification as the key factors between CSR reputation and customers’ loyalty. Using data from 292 cruise customers, results support the impact of customers’ perceived CSR reputation of cruise companies on two relational constructs and loyal behavior. Only customers’ identification mediates the relationships between reputation and brand loyalty. Thus, findings suggest that cruise customers likely form high-level loyal behavior when they perceive companies’ CSR activities and their similarities with such companies. From these significant findings, the authors draw several theoretical and practical implications, including the importance of enhancing the company’s focus on its CSR reputations. This study also provides directions to promote identity strengths for enhancing the impact of CSR reputation on company performance.     

The effect of CSR on corporate image,customer citizenship behaviors,and customers’ long-term relationship orientation

With the expansion of corporate social impact, corporate social responsibility (CSR) activities have been regarded as a critical factor for corporate management. There is a need to understand customers’ perception of CSR activities for future corporate profitability. Thus, this study investigates the effect of multidimensional CSR activities on customers’ corporate image, customer citizenship behavior (CCB), and long-term relationship orientation (LRO). The results indicate that CSR (economic, ethical, legal, and philanthropic) had a positive effect on corporate image and on CCB (making recommendation, helping other consumers, and providing feedback). It also appears that CCB had a positive effect on LRO with firms. This study provides empirical implications for companies by verifying the effect of CSR activities as a focal factor in building long-term relationships as an organizational goal in the foodservice industry.     

Consumer response to discontinuation of corporate social responsibility activities of hotels

This study investigates consumer responses to discontinuation of a corporate social responsibility (CSR) activity employing a sort of laboratory experiment method. It involves 3 experiments relating to having a CRS activity: (1) effect of initiation and discontinuation, (2) self-serving versus public-serving discontinuation and (3) passive versus proactive discontinuation. Separate data collection occurred for each experiment. Data collection was from hotel customers. Analysis yields results contributing to theory, practice and methodology. Considering CSR termination leads to quantitative results useful in guiding decisions about having and discontinuing a CSR activity. Having a public serving CSR activity results in improving attitudes toward a hotel but attitudes can be more than reversed by activity termination. Companies need to think about support and termination as part of considering initiating activity. Intending to improve image by having a short-term CSR activity without planning how to discontinue it may have the net result of damage to image.     

Dramatizing an event through a promotional film: Testing image effects

The present article studies the effects of storytelling through film on destination image building and visitation intention. Despite the growing awareness of the importance of storytelling in marketing and the impact events have on destination attractiveness, a theoretical gap exists into the effect of a combination of storytelling and event on spectators' image of the event and, in particular, the destination. Therefore, this study uses a quasi-experimental design in order to tests the image effects of an event, dramatized into a story. In order to test these image effects, 857 respondents answered a web survey before and after exposure to a promotion film of a dog-sledge race (the Finnmarksløpet) in northern Norway (the destination). The result indicates that using a dramatized event by a promotion film positively affects spectators' attitudes toward the destination as well as the event itself. The results suggest that the promotion film of the event enhances spectators' perceptions of dogsledding as a joyful, valuable, and stimulating activity. Additionally, the findings reveal that the promotion film has a positive effect on 5 out of 7 destination-related attributes such as culture, accommodations, and the weather. Thus, the study indicates that a dramatized event is a successful marketing communication tool and may be an important element also in the strategic planning of marketing activities. Implications and recommendations for future research are also presented.     

Perceived corporate social responsibility and customers’ behaviors in the ridesharing service industry

This study aimed to investigate how a firm’s corporate social responsibility (CSR) practices affect customers’ attitudes, their self-brand connection, and, in turn, brand preference with ridesharing services (e.g., Uber). Adopting a second-order construct of perceived corporate social responsibility (PCSR) reflected from three CSR dimensions—environment, economy, and ethics—this study posited PCSR influences customers’ brand attitudes, self-brand connection, and brand preference. A total of 300 valid responses was collected from a convenience sample. Results revealed PCSR showed significant impacts on customers’ brand attitudes and self-brand connection. However, no direct impact of PCSR on customers’ brand preference was identified, while mediation effects were detected between PCSR and brand preference by brand attitudes and self-brand connection. This study also discussed the managerial and theoretical implications of PCSR practices for a ridesharing service industry.     

Environmental awareness and initiatives in the Swedish and Polish hotel industries—survey results

Despite its importance, environmental stewardship is not always the top priority in the hotel industry in Europe. This study investigates the influence of the geo-political, economic and socio-cultural context of a country on the environmental attitudes and pro-ecological initiatives incorporated in this sector. To illustrate the differences, hotels in Sweden and Poland were targeted and a total of 349 hoteliers participated in an e-mail-based survey. The study reveals that hotel operators generally recognize the need for environmental protection and are involved in a number of activities. The economic situation and pro-environmental efforts initiated by the government were found to have an impact on certain aspects of hoteliers’ attitudes and actions. The survey has further indicated the two major directions that need to be followed when introducing environmental sustainability into the hotel industry. The first involves incorporating responsible technical and behavioural practices in the sector. The second highlights the necessity of initiating greater demand for “green” practices from the customers.     

Effects of CSR on affective organizational commitment via organizational justice and organization-based self-esteem

This study examined how employee perceptions of corporate social responsibility (CSR) influenced their affective organizational commitment (AOC) via procedural justice and organization-based self-esteem (OBSE). Using survey data collected from 203 employees working for a hospitality company, hypotheses were tested using structural equation modeling. The results showed that economic and philanthropic CSR did not have significant effects on procedural justice, but had significant direct effects on AOC. The findings also showed that procedural justice had a significant effect on OBSE, and both procedural justice and OBSE had significant effects on AOC. In addition, the results suggested that ethical CSR programs can have a positive impact on employees’ AOC via their procedural justice and OBSE. This study contributed to the literature by developing a CSR-procedural justice-OBSE-AOC model, guided by social exchange and self-consistency theories, and empirically testing it within a hospitality context.     

The impact of CSR on relationship quality and relationship outcomes: A perspective of service employees

Corporate social responsibility (CSR) has gained increasing attention over the past decade. While many studies examined an impact of CSR on consumers, only dearth of research is found that attempts to understand the impact of CSR on employees from the relationship marketing perspective. The purpose of this study is to investigate the role of CSR in predicting relationship quality and relationship outcomes. The four dimensions of CSR used in the study include economic, legal, ethical, and philanthropic aspects. Data were collected via survey from employees of franchised foodservice enterprises located in South Korea. The findings of the study show that not all dimensions of CSR have the same effect on relationship quality. While economic and philanthropic dimensions have a significant influence on organizational trust, only ethical dimension has a positive effect on job satisfaction. As expected, relationship quality has a significant impact on relationship outcomes.     

Are you good enough? CSR,quality management and corporate financial performance in the hospitality industry

Hospitality firms are increasingly investing in corporate social responsibility (CSR) to generate strong relationships with stakeholders while aiming to benefit their own performance. However, CSR may bring both costs and benefits to the focal firm. We analyze how corporate financial performance (CFP) is affected by CSR, finding that the impact of CSR on CFP has a U-shaped form, where CSR is a cost that translates into higher benefits only when it generates solid relationships between firms and their stakeholders. Furthermore, we adopt a contingency approach, assessing the role of quality management (QM) on the CSR-CFP relationship. We find that the simultaneous implementation of CSR and QM is less beneficial to CFP than the isolated implementation of CSR due to the redundancy of different activities aimed at similar goals, i.e., stakeholders’ satisfaction. In doing so, we advance academic understanding of the impact of CSR and QM on CFP.     

Predictors of individuals’ intention to conserve water in a lodging context: the application of an extended Theory of Reasoned Action

This study sought to develop an extended Theory of Reasoned Action (TRA) model to provide a clear understanding of individuals’ intention to conserve water in a lodging context. In particular, the extended TRA incorporates two additional constructs: environmental concern and water conservation activities in everyday life, into the original TRA model. The outcomes of the present paper have shown that individuals’ attitudes, subjective norms and water conservation activities in everyday life exert a positive influence on their intention to conserve water in a lodging context. The results also revealed that environmental concern has a positive influence on individuals’ attitudes and water conservation activities in everyday life but a non-significant influence on their subjective norms. The empirical results of Structural Equation Modeling (SEM) indicated that the extended model provides a better fit of the data, and explains greater amounts of variance in individuals’ intention to conserve water in a lodging context compared to the original TRA.     

Can corporate social responsibility protect firm value during the COVID-19 pandemic?

The novel coronavirus (COVID-19) pandemic has caused a significant decline in the stock market worldwide, and hospitality companies are experiencing serious financial problems. Protecting and preserving firm value is a critical way of helping hospitality companies survive the crisis. The influence of corporate social responsibility (CSR) on firm value has been widely investigated. However, little is known about the stock price movement following CSR activity adoption during an industrial crisis. Using event study and difference-in-difference method, this study reveals that engaging in CSR activities can increase the stock returns and stakeholder attention of hospitality firms during the pandemic. Community-related CSR has a stronger and more immediate effect on stock returns than customer- and employee-related CSR. Results also indicate that hospitality firms that pursue improved stock market performance during a pandemic can invest in CSR to protect communities, customers, and employees for attracting further stakeholder attention.     

An original sin of casino hotels? Consequences of CSR misfit and the remedies

Casino hotels have long been stereotypically associated with negative images that induce a perceived misfit between their corporate social responsibility (CSR) initiatives and their core business as gaming operators. Building on the contingency theory of communication strategies, a multilevel design was adopted to investigate the negative consequences of CSR misfit on legitimacy through CSR authenticity. The firm-level moderating effects of two communicational cues, relational genuineness and marketing skepticism, are also examined. In a context of controversial industries, this study fills a research void by investigating corporate-level moderators that buffer the insidious influences of CSR misfit. It enriches the literature on the consequences of company–CSR coherence and elucidates the mediating role authenticity plays in the CSR implementation process. Practical implications for gaming operators are provided, and remedies that casino hotels can use to lessen the negative consequences of stigmatization are suggested.     

Corporate social responsibility and firm performance in the airline industry: The moderating role of oil prices

This study, first, proposes corporate social responsibility (CSR) dimensions as associated with operation-relatedness (i.e., operation-related [OR] and non-operation-related [Non-OR] CSR activities), following the Carroll CSR framework. In addition, the study examines and compares the effects of OR and Non-OR CSR dimensions on U.S. airlines' performances, and the final examination concerns the moderating effect of oil prices on the relationship between the OR (Non-OR) CSR dimension and firm performance. Findings of this study support a positive main effect from OR on firm performance. In addition, findings support the positive (negative) moderating effect of oil prices on the relationship between OR (Non-OR) CSR dimension.