Corporate Social Responsibility in Hotels: A Proposal of a Measurement of its Performance through Marketing Variables

被引：19

作者：

Manuel Marino-Romero, Jose ^{[1
]}

Manuel Hernandez-Mogollon, Jose ^{[1
]}

Maria Campon-Cerro, Ana ^{[1
]}

Antonio Folgado-Fernandez, Jose ^{[2
]}

机构：

[1] Univ Extremadura, Sch Business Finance & Tourism, Dept Business Management & Sociol, Caceres 10071, Spain

[2] Univ Extremadura, Sch Business Finance & Tourism, Dept Financial Econ & Accounting, Caceres 10071, Spain

来源：

SUSTAINABILITY | 2020年 / 12卷 / 07期

关键词：

corporate social responsibility (CSR); trust; reputation; satisfaction; loyalty; RevPAR (Revenue Per Available Room); hotel industry; tourism marketing; tourism management; partial least squares (PLS); CUSTOMER LOYALTY; CSR; REPUTATION; IMAGE; IDENTIFICATION; COMPANY; TRUST;

D O I：

10.3390/su12072961

中图分类号：

X [环境科学、安全科学];

学科分类号：

08 ; 0830 ;

摘要：

The research into Corporate Social Responsibility (CSR) has been prolific in the last years, although few studies have focused their attention on studying its relationship with economic performance within the hotel industry, even less incorporating marketing variables as a result. This work aims to determine the relationship between the implementation of CSR policies and their influence on the Revenue Per Available Room (RevPAR) in Spanish hotels, through marketing variables. A quantitative methodology was conducted using an online survey, gathering a sample of 230 hotel managers from Spain. The results of the structural model analyzed reveal that CSR has a discreet but significant role for understanding how marketing variables and RevPAR operate. CSR has a direct impact on RevPAR, but it also influences it indirectly through marketing variables. Therefore, CSR arises as a fundamental strategy to improve the results of the hotel sector in the long term.

引用

页数：15

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