Enhancing Hotel Guest Corporate Social Responsibility–Advocacy Behaviors Through Hedonic Benefits. (February 2023)

• Record Type: Journal Article
• Authors: Chomvilailuk, Rojanasak; Butcher, Ken
• Is Part Of: Journal of hospitality & tourism research. Volume 47:Number 2(2023)
• Page Start: 375
• Page End: 394
• Publication Date: 2023-02
• Subjects: corporate social responsibility -- CSR -- self/other orientation -- customer engagement -- national culture -- perceived benefits; Hotel management -- Study and teaching -- Periodicals; Restaurant management -- Study and teaching -- Periodicals; Food service management -- Study and teaching -- Periodicals; 647.068
• DOI: 10.1177/10963480211017196
• Languages: English
• ISSNs: 1096-3480

Abstract

While the literature on corporate social responsibility (CSR) communication is growing, there is a lack of studies examining CSR–advocacy behaviors by hotel guests. The study is significant because of increased CSR investment and greater inclusion of hotel guests in CSR activities, as part of a guest engagement strategy. The study involved an experimental design using a scenario based on a guest's return to an actual hotel recently visited by survey respondents. A hedonic value anticipated by guests was compared against a second independent variable of perceived community value for their effect on guest CSR advocacy. Data were collected from respondents across two distinct national cultures—Western and Asian. Structural equation modeling analysis demonstrated that hedonic value was the major influencing benefit on guest CSR advocacy. Furthermore, hedonic benefits directly affected guest CSR advocacy, while the effect from perceived community value was fully mediated by CSR reputation. In multigroup analyses, the effects varied between the two cultural groups. The study has implications for CSR marketing communication campaigns to guests conducted by hotel managers and nongovernmental organizations.