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Corporate Community Involvement and Chinese Rural Tourist Destination Sustainability

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  • Xueru Yang

    (College of Economics & Management, South China Agricultural University, Guangzhou 510642, China)

  • Haoming Li

    (College of Economics & Management, South China Agricultural University, Guangzhou 510642, China)

  • Wenhong (Miranda) Chen

    (Business School, Sun Yat-Sen University, Guangzhou 510275, China)

  • Hui Fu

    (Business School, Sun Yat-Sen University, Guangzhou 510275, China)

Abstract

Although rural tourism enterprises have played crucial roles in the prosperity of tourist destinations, environmental contamination due to corporate behaviour is also an important issue to consider. In this study, we introduce corporate community involvement theory to explore the antecedents and contingency effects of corporate green behaviour for tourist destination sustainability from the perspective of tourism corporate social responsibility. Using first-hand survey data collected in Guangdong and Anhui provinces, and matching second-hand data from the statistical yearbook and tourist destination government work reports, we found that corporate community involvement has a positive impact on the green behaviour of rural tourism enterprises. This association is moderated by place identity and the gross tourism receipts of destinations. By doing so, this research extends the scope of tourism environmental governance from ‘the bottom’ (for tourists) to ‘the top’ (for tourism enterprises). Meanwhile, this research provides feasible advice to policymakers by highlighting the coordination value of enterprises’ initiative strategies (e.g., corporate community involvement) and destination contingency.

Suggested Citation

  • Xueru Yang & Haoming Li & Wenhong (Miranda) Chen & Hui Fu, 2019. "Corporate Community Involvement and Chinese Rural Tourist Destination Sustainability," Sustainability, MDPI, vol. 11(6), pages 1-22, March.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:6:p:1574-:d:214112
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    Cited by:

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