The Impacts of Corporate Social Responsibility on Spas’ Competitiveness: An Empirical Study of Vietnam

Recent decades have witnessed an increased volume of studies investigating the spa tourism sector. There has, however, been an absence of studies evaluating the relationship between corporate social responsibility (CSR) and spa competitiveness, as well as the mediating effects of responsible innovation (RI) and corporate sustainability performance (CSP) on this relationship. This study developed a comprehensive conceptual framework that examined the impacts of CSR on spa competitiveness. Data were collected from 786 participants, who included spa managers and employees located in three main cities of Vietnam: Ha Noi, Da Nang, and Ho Chi Minh. The Partial Least-Squares Structural Equation Modelling (PLS-SEM) method was applied to provide statistical evidence to confirm the conceptual model and eight hypotheses. The findings indicated that CSR positively and indirectly affects spa competitiveness. The mediating roles of RI and CSP, which influence the relationship with spa competitiveness, were also confirmed. This research makes theoretical contributions to understanding the relationships between these internal factors and achieving competitiveness. Further, the study has practical implications for spa managers and policymakers implementing CSR programs and RI and reshaping CSP to obtain and maintain their competitiveness.