How do consumers’ perceptions differ across dimensions of corporate social responsibility and hotel types?

Qu Xiao, Cindy Yoonjoung Heo, Seoki Lee

Research output: Contribution to journalArticle

9 Scopus citations

Abstract

This study develops three hypotheses regarding corporate social responsibility (CSR) in the context of the hotel industry. First, the study examines a ranking of consumers’ perceived importance of the four CSR dimensions proposed by Carroll’s hierarchy of CSR in 1991, expecting the following orders: philanthropic, ethical, legal, and economic dimensions, from most to least important. Second, the study investigates the relationship between consumers’ perceived importance of and their overall support for CSR. Third, the study introduces the type of hotel (for example, economy, mid-scale, and upscale) as a moderator to provide a better explanation of the relationship between consumers’ perceived importance of the CSR dimensions and support for CSR. Contributions to the CSR literature in general, and also specifically relating to the hotel context, and managerial implications are discussed.

Original languageEnglish (US)
Pages (from-to)694-707
Number of pages14
JournalJournal of Travel and Tourism Marketing
Volume34
Issue number5
DOIs
StatePublished - Jun 13 2017

All Science Journal Classification (ASJC) codes

  • Tourism, Leisure and Hospitality Management
  • Marketing

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