Corporate Social Responsibility (CSR) activities, brand image and hotel guest retention

Guest retention is a major consideration for hotel competitive advantage. Corporate Social Responsibility (CSR) activities in hotel industry have been found to have significant influence towards hotel profits, employee commitment and good organizational image. The purpose of this study is to investigate the relationship between CSR activities, hotel brand image and guest retention. Data for this study were gathered through self-administered questionnaires on hotel guests who experienced staying in Kuala Lumpur five-star rated hotels. Findings showed that CSR activities have significant positive influence toward hotel brand image and guest retention. Hotel brand image has also been found to be significant mediator between CSR activities and guest retention. Theoretical and practical implications of the findings were discussed. Limitations and future research approaches were forwarded.