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

被引:115
作者
Shin, Hakseung [1 ]
Sharma, Abhinav [2 ]
Nicolau, Juan Luis [2 ]
Kang, Juhyun [3 ]
机构
[1] Univ Surrey, Sch Hospitality & Tourism Management, Guildford GU2 7XH, Surrey, England
[2] Virginia Tech, Pamplin Coll Business, Howard Feiertag Dept Hospitality & Tourism Manage, Blacksburg, VA 24061 USA
[3] Jeju Natl Univ, Dept Tourism Management, Jeju Daehakro 102, Jeju Si 63243, South Korea
关键词
COVID-19; Corporate social responsibility; Strategic philanthropy; Hotel market value; Hotel booking behavior; CORPORATE SOCIAL-RESPONSIBILITY; TOURISM INDUSTRY; FINANCIAL PERFORMANCE; CONSUMER; SATISFACTION; ROLES; HOSPITALITY; DIMENSIONS; MANAGEMENT; PURCHASE;
D O I
10.1016/j.tourman.2021.104322
中图分类号
X [环境科学、安全科学];
学科分类号
08 ; 0830 ;
摘要
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.
引用
收藏
页数:10
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