Impacts of CSR autonomy, self-expressiveness and hedonic value of CSR activity on guest citizenship and hotel brand preference

IF 9.9 1区 管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM
Rojanasak Chomvilailuk , Kenneth Butcher
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引用次数: 0

Abstract

Recruiting guests to participate in corporate social responsibility (CSR) activities during a vacation presents a dilemma for hotel managers – will such requests spoil a holiday? The study is significant because of increased investment by hotels in CSR activities and greater inclusion of hotel guests in CSR activities. We extend psychological wellbeing theory to evaluate the relative importance of CSR autonomy in enhancing guest engagement. A scenario based on a guest’s return to an actual hotel recently visited was designed and a convenience sample of 249 survey respondents analyzed using structural equation modeling. While hedonic value of the CSR activity provided the greatest effect on brand preference, both self-expressiveness and CSR autonomy significantly impacted brand preference. Effects for all constructs were mediated through cocreated citizenship behavior. The study has substantial theoretical implications for scholars and practical implications for CSR marketing communication campaigns to guests conducted by hotel managers and non-governmental organizations.

企业社会责任自主性、自我表达能力和企业社会责任活动的享乐价值对宾客公民意识和酒店品牌偏好的影响
在度假期间招募客人参与企业社会责任(CSR)活动给酒店管理者带来了一个难题--这种要求会不会破坏假期?这项研究意义重大,因为酒店在企业社会责任活动方面的投资不断增加,酒店客人也更多地参与到企业社会责任活动中来。我们扩展了心理健康理论,以评估企业社会责任自主性在提高客人参与度方面的相对重要性。我们设计了一个基于客人返回最近访问过的实际酒店的情景,并使用结构方程模型分析了 249 位调查对象的便利样本。虽然企业社会责任活动的享乐价值对品牌偏好的影响最大,但自我表达能力和企业社会责任自主性都对品牌偏好有显著影响。所有建构的效果都通过共同创造的公民行为来调节。这项研究对学者们具有重要的理论意义,对酒店管理者和非政府组织向客人开展企业社会责任营销传播活动也具有实际意义。
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来源期刊
International Journal of Hospitality Management
International Journal of Hospitality Management HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
21.20
自引率
9.40%
发文量
218
审稿时长
85 days
期刊介绍: The International Journal of Hospitality Management serves as a platform for discussing significant trends and advancements in various disciplines related to the hospitality industry. The publication covers a wide range of topics, including human resources management, consumer behavior and marketing, business forecasting and applied economics, operational management, strategic management, financial management, planning and design, information technology and e-commerce, training and development, technological developments, and national and international legislation. In addition to covering these topics, the journal features research papers, state-of-the-art reviews, and analyses of business practices within the hospitality industry. It aims to provide readers with valuable insights and knowledge in order to advance research and improve practices in the field. The journal is also indexed and abstracted in various databases, including the Journal of Travel Research, PIRA, Academic Journal Guide, Documentation Touristique, Leisure, Recreation and Tourism Abstracts, Lodging and Restaurant Index, Scopus, CIRET, and the Social Sciences Citation Index. This ensures that the journal's content is widely accessible and discoverable by researchers and practitioners in the hospitality field.
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