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Corporate social responsibility in times of need: Community support during the COVID-19 pandemics

Corporate social responsibility in times of need: Community support during the COVID-19 pandemics
Corporate social responsibility in times of need: Community support during the COVID-19 pandemics
Since the outbreak of COVID-19, the hotel sector has engaged in various corporate social responsibility (CSR) initiatives to show solidarity with local communities. Our research examines the impact of such initiatives on tourists' intentions to spread positive word-of-mouth (WOM) and their intentions to visit when the current pandemic ends. Our experimental results suggest community support in the form of providing free accommodation to homeless people increases tourists' intentions to spread positive WOM, bringing reputational benefits. But such initiatives reduce tourists’ intentions to visit, presenting potential business risks. Our results further suggest that community support in the form of providing free accommodation to medical professionals has little impact, as it shows no significant difference to control (no CSR initiatives).
COVID-19, Corporate social responsibility (CSR), Crisis management, Experimental studies
0261-5177
Chen, Zhifeng
4c98f5ee-e403-4af1-ac24-c048e92c4709
Hang, Haiming
5473d6b2-3bb1-4c8d-b9f2-16480bc941ba
Chen, Zhifeng
4c98f5ee-e403-4af1-ac24-c048e92c4709
Hang, Haiming
5473d6b2-3bb1-4c8d-b9f2-16480bc941ba

Chen, Zhifeng and Hang, Haiming (2021) Corporate social responsibility in times of need: Community support during the COVID-19 pandemics. Tourism Management, 87, [104364]. (doi:10.1016/j.tourman.2021.104364).

Record type: Article

Abstract

Since the outbreak of COVID-19, the hotel sector has engaged in various corporate social responsibility (CSR) initiatives to show solidarity with local communities. Our research examines the impact of such initiatives on tourists' intentions to spread positive word-of-mouth (WOM) and their intentions to visit when the current pandemic ends. Our experimental results suggest community support in the form of providing free accommodation to homeless people increases tourists' intentions to spread positive WOM, bringing reputational benefits. But such initiatives reduce tourists’ intentions to visit, presenting potential business risks. Our results further suggest that community support in the form of providing free accommodation to medical professionals has little impact, as it shows no significant difference to control (no CSR initiatives).

Text
CSR during COVID19-Final - Accepted Manuscript
Restricted to Repository staff only until 3 June 2023.
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More information

Accepted/In Press date: 16 May 2021
Published date: 3 June 2021
Keywords: COVID-19, Corporate social responsibility (CSR), Crisis management, Experimental studies

Identifiers

Local EPrints ID: 449923
URI: http://eprints.soton.ac.uk/id/eprint/449923
ISSN: 0261-5177
PURE UUID: 2a9ea71b-6b30-42e0-bcd6-85c9fd8eb9b5

Catalogue record

Date deposited: 25 Jun 2021 16:32
Last modified: 21 Nov 2021 22:19

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Contributors

Author: Zhifeng Chen
Author: Haiming Hang

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