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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
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    References listed on IDEAS

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    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.
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    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.
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