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The Effects of Customer Engagement in CSR on behavioral Intentions in the Hotel Industry

Author

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  • Johann Maria

    (SGH Warsaw School of Economics, Institute of Markets and Competition, Poland)

  • Ghose Sanjoy

    (University of Wisconsin-Milwaukee, Sheldon B. Lubar College of Business, USA)

  • Bostani Ahmed

    (SGH Doctoral School, SGH Warsaw School of Economics, Poland)

Abstract

Introduction. Corporate social responsibility (CSR) has become increasingly significant in tourism and hospitality studies due to its influence on business innovation, community development, and the environmental concerns of tourism destinations. While previous research has focused on customers' perceptions of sustainable practices, very few studies have demonstrated how customer engagement in CSR activities impacts customers’ responses. Therefore, this study aims to assess the influence of customer engagement in CSR activities on behavioral intentions based on customers' experiences in hotels in Poland's holiday destinations. Material and methods. This study surveyed 560 respondents from Poland, and SmartPLS 3.9 was employed for statistical analysis. Results. The findings indicate that customer engagement in CSR activities positively influences revisit and recommendation intention, and revisit intention has a positive influence on recommendation intention. Additionally, revisit intention mediates the effect of customer engagement in CSR activities on recommendation intention. Conclusions. The study demonstrates that customer engagement in CSR activities enhances revisit and recommendation intentions, with the revisit intention serving as a mediator in this relationship, providing both theoretical and practical insights and innovative solutions.

Suggested Citation

  • Johann Maria & Ghose Sanjoy & Bostani Ahmed, 2025. "The Effects of Customer Engagement in CSR on behavioral Intentions in the Hotel Industry," Polish Journal of Sport and Tourism, Sciendo, vol. 32(2), pages 43-47.
    • Handle: RePEc:vrs:spotou:v:32:y:2025:i:2:p:43-47:n:1006
    DOI: 10.2478/pjst-2025-0012
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    References listed on IDEAS

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    2. Kolk, Ans & van Tulder, Rob, 2010. "International business, corporate social responsibility and sustainable development," International Business Review, Elsevier, vol. 19(2), pages 119-125, April.
    3. Jeremy Moon, 2007. "The contribution of corporate social responsibility to sustainable development," Sustainable Development, John Wiley & Sons, Ltd., vol. 15(5), pages 296-306.
    4. Theodoulidis, Babis & Diaz, David & Crotto, Federica & Rancati, Elisa, 2017. "Exploring corporate social responsibility and financial performance through stakeholder theory in the tourism industries," Tourism Management, Elsevier, vol. 62(C), pages 173-188.
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