IDEAS home Printed from https://ideas.repec.org/a/gam/jsusta/v12y2020i7p2961-d342710.html

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

Author

Listed:
  • José Manuel Mariño-Romero

    (Department of Business Management and Sociology, School of Business, Finance and Tourism, University of Extremadura, 10071 Cáceres, Spain)

  • José Manuel Hernández-Mogollón

    (Department of Business Management and Sociology, School of Business, Finance and Tourism, University of Extremadura, 10071 Cáceres, Spain)

  • Ana María Campón-Cerro

    (Department of Business Management and Sociology, School of Business, Finance and Tourism, University of Extremadura, 10071 Cáceres, Spain)

  • José Antonio Folgado-Fernández

    (Department of Financial Economics and Accounting, School of Business, Finance and Tourism, University of Extremadura, 10071 Cáceres, Spain)

Abstract

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.

Suggested Citation

  • José Manuel Mariño-Romero & José Manuel Hernández-Mogollón & Ana María Campón-Cerro & José Antonio Folgado-Fernández, 2020. "Corporate Social Responsibility in Hotels: A Proposal of a Measurement of its Performance through Marketing Variables," Sustainability, MDPI, vol. 12(7), pages 1-15, April.
    • Handle: RePEc:gam:jsusta:v:12:y:2020:i:7:p:2961-:d:342710
    as

    Download full text from publisher

    File URL: https://www.mdpi.com/2071-1050/12/7/2961/pdf
    Download Restriction: no
    File URL: https://www.mdpi.com/2071-1050/12/7/2961/
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Mert Gürlek & Ertugrul Düzgün & Selma Meydan Uygur, 2017. "How does corporate social responsibility create customer loyalty? The role of corporate image," Social Responsibility Journal, Emerald Group Publishing Limited, vol. 13(3), pages 409-427, August.
    2. Su, Lujun & Pan, Yue & Chen, Xiaohong, 2017. "Corporate social responsibility: Findings from the Chinese hospitality industry," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 240-247.
    3. Enrico Ciavolino & Mariangela Nitti, 2013. "Using the Hybrid Two-Step estimation approach for the identification of second-order latent variable models," Journal of Applied Statistics, Taylor & Francis Journals, vol. 40(3), pages 508-526.
    4. Inoue, Yuhei & Lee, Seoki, 2011. "Effects of different dimensions of corporate social responsibility on corporate financial performance in tourism-related industries," Tourism Management, Elsevier, vol. 32(4), pages 790-804.
    5. Lombart, Cindy & Louis, Didier, 2014. "A study of the impact of Corporate Social Responsibility and price image on retailer personality and consumers' reactions (satisfaction, trust and loyalty to the retailer)," Journal of Retailing and Consumer Services, Elsevier, vol. 21(4), pages 630-642.
    6. Pere Mercadé Melé & Jesús Molina Gómez & Maria José Sousa, 2020. "Influence of Sustainability Practices and Green Image on the Re-Visit Intention of Small and Medium-Size Towns," Sustainability, MDPI, vol. 12(3), pages 1-11, January.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Muflih, Muhammad, 2021. "The link between corporate social responsibility and customer loyalty: Empirical evidence from the Islamic banking industry," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    2. SangRyeong Lee & Jin-Woo Park & Sukhoon Chung, 2022. "The Effects of Corporate Social Responsibility on Corporate Reputation: The Case of Incheon International Airport," Sustainability, MDPI, vol. 14(17), pages 1-19, September.
    3. Bing Hu & Tianyu Zheng & Songshan (Sam) Huang & Ke Zhang, 2026. "Leveraging ESG investment to enhance labor employment in hospitality and tourism firms: An signaling theory perspective," Tourism Economics, , vol. 32(1), pages 191-212, February.
    4. Lu Yang & Cindy S B Ngai & Wenze Lu, 2020. "Changing trends of corporate social responsibility reporting in the world-leading airlines," PLOS ONE, Public Library of Science, vol. 15(6), pages 1-19, June.
    5. Pilar Fernández‐Ferrín & Sandra Castro‐González & Belén Bande, 2021. "Corporate social responsibility, emotions, and consumer loyalty in the food retail context: Exploring the moderating effect of regional identity," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 28(2), pages 648-666, March.
    6. D. Louis & C. Lombart, 2024. "Impact of a corporate social responsibility message on consumers’ sustainable behaviours and purchase intentions," Post-Print hal-04386727, HAL.
    7. Ali Uyar & Cemil Kuzey & Merve Kilic & Abdullah S. Karaman, 2022. "Does firms’ CSR engagement support tourism sector development? Moderation effect of CSR committee and CEO duality," Tourism Economics, , vol. 28(8), pages 1973-1997, December.
    8. Alexandra ZBUCHEA & Florina PÎNZARU, 2017. "Tailoring CSR Strategy to Company Size?," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 5(3), pages 415-437, September.
    9. David Benjamin Billedeau & Jeffrey Wilson & Naima Samuel, 2022. "From Responsibility to Requirement: COVID, Cars, and the Future of Corporate Social Responsibility in Canada," Sustainability, MDPI, vol. 14(11), pages 1-16, May.
    10. Kim, Yeonshin & Hur, Won-Moo & Lee, Luri, 2023. "Understanding customer participation in CSR activities: The impact of perceptions of CSR, affective commitment, brand equity, and corporate reputation," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    11. Liu, Ya-Fei & Li, Hui & Liang, Sai, 2022. "Any reputation is a good reputation: influence of investor-perceived reputation in restructuring on hospitality firm performance," Annals of Tourism Research, Elsevier, vol. 92(C).
    12. Hao Cheng, 2023. "Composite quantile estimation in PLS-SEM for environment sustainable development evaluation," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 25(7), pages 6249-6268, July.
    13. Lucy W. Lu, 2021. "The moderating effect of corporate governance on the relationship between corporate sustainability performance and corporate financial performance," International Journal of Disclosure and Governance, Palgrave Macmillan, vol. 18(3), pages 193-206, September.
    14. Khalil, Sandra & Sidani, Yusuf, 2020. "The influence of religiosity on tax evasion attitudes in Lebanon," Journal of International Accounting, Auditing and Taxation, Elsevier, vol. 40(C).
    15. Erhan Boğan & Bekir Bora Dedeoğlu, 2020. "Hotel employees' corporate social responsibility perception and organizational citizenship behavior: Perceived external prestige and pride in organization as serial mediators," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 27(5), pages 2342-2353, September.
    16. Khoa T. Tran & Phuong V. Nguyen, 2020. "Corporate Social Responsibility: Findings from the Vietnamese Paint Industry," Sustainability, MDPI, vol. 12(3), pages 1-20, February.
    17. Siying Chen & Zhixiong Tan & Maozhi Chen & Jingwei Han, 2024. "Knowledge Mapping of Tourism Footprint: A Bibliometric Review Based on CiteSpace," SAGE Open, , vol. 14(2), pages 21582440241, June.
    18. José Manuel Hernández-Mogollón & Helena Alves & Ana María Campón-Cerro & Elide Di-Clemente, 2021. "Integrating transactional and relationship marketing: a new approach to understanding destination loyalty," International Review on Public and Nonprofit Marketing, Springer;International Association of Public and Non-Profit Marketing, vol. 18(1), pages 3-26, March.
    19. Montserrat Boronat-Navarro & José A. Pérez-Aranda, 2020. "Analyzing Willingness to Pay More to Stay in a Sustainable Hotel," Sustainability, MDPI, vol. 12(9), pages 1-17, May.
    20. Seong Ho Lee, 2021. "Effects of Retailers’ Corporate Social Responsibility on Retailer Equity and Consumer Usage Intention," Sustainability, MDPI, vol. 13(6), pages 1-9, March.

    More about this item

    Keywords

    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;
    ;

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:gam:jsusta:v:12:y:2020:i:7:p:2961-:d:342710. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: MDPI Indexing Manager (email available below). General contact details of provider: https://www.mdpi.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.