This study aimed to explore effective corporate social responsibility (CSR) communication strategies to increase hotel guests’ engagement in climate change initiatives. Utilizing regulatory fit theory and construal level theory, three scenario-based experimental designs were devised. These designs empirically analyzed the responses of 1500 hotel guests to 12 different types of CSR communication messages. Framed along goal framing (either gain or loss) and temporal/spatial/social distance (either far or close), these messages allowed guests to articulate their attitudes and behaviors concerning climate change engagement. All three experiments revealed that CSR communication became more persuasive with regulatory fit, leading to increased intentions for green word-of-mouth (green WOM) and a willingness to pay a green premium (green WTPP). To further validate the findings, the study also investigated the moderating effect of temporal/spatial/social distance on message framing. We found that temporal distance amplified the congruence between goal framing and regulatory focus, resulting in heightened green WOM intentions. Social distance also increased this alignment, resulting in heightened green WOM intentions and green WTPP. This study contributes to the literature on hotel guest climate (change) engagement by examining the concept through CSR communication strategies. It offers a valuable perspective on the nexus of guest engagement, CSR, and sustainability, contributing uniquely to theory and practice in these interconnected fields.

中文翻译：

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酒店业的企业社会责任沟通：促进酒店客人的气候（变化）参与


本研究旨在探索有效的企业社会责任 (CSR) 沟通策略，以提高酒店客人对气候变化倡议的参与度。利用监管契合理论和解释水平理论，设计了三种基于情景的实验设计。这些设计实证分析了 1500 名酒店客人对 12 种不同类型的企业社会责任沟通信息的反应。这些信息根据目标框架（增益或损失）和时间/空间/社交距离（远或近）来表达，让客人能够表达他们对气候变化参与的态度和行为。所有三个实验都表明，企业社会责任沟通随着监管的配合而变得更有说服力，从而增加了绿色口碑（绿色WOM）的意愿和支付绿色溢价（绿色WTPP）的意愿。为了进一步验证研究结果，该研究还调查了时间/空间/社交距离对消息框架的调节作用。我们发现，时间距离放大了目标框架和监管重点之间的一致性，从而增强了绿色口碑意图。社交距离也增加了这种一致性，从而增强了绿色口碑意向和绿色WTPP。本研究通过企业社会责任沟通策略检验这一概念，为有关酒店客人气候（变化）参与的文献做出贡献。它为宾客参与、企业社会责任和可持续发展之间的关系提供了宝贵的视角，为这些相互关联的领域的理论和实践做出了独特的贡献。