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Impacts of CSR autonomy, self-expressiveness and hedonic value of CSR activity on guest citizenship and hotel brand preference
International Journal of Hospitality Management ( IF 9.9 ) Pub Date : 2024-08-31 , DOI: 10.1016/j.ijhm.2024.103892
Rojanasak Chomvilailuk , Kenneth Butcher
International Journal of Hospitality Management ( IF 9.9 ) Pub Date : 2024-08-31 , DOI: 10.1016/j.ijhm.2024.103892
Rojanasak Chomvilailuk , Kenneth Butcher
Recruiting guests to participate in corporate social responsibility (CSR) activities during a vacation presents a dilemma for hotel managers – will such requests spoil a holiday? The study is significant because of increased investment by hotels in CSR activities and greater inclusion of hotel guests in CSR activities. We extend psychological wellbeing theory to evaluate the relative importance of CSR autonomy in enhancing guest engagement. A scenario based on a guest’s return to an actual hotel recently visited was designed and a convenience sample of 249 survey respondents analyzed using structural equation modeling. While hedonic value of the CSR activity provided the greatest effect on brand preference, both self-expressiveness and CSR autonomy significantly impacted brand preference. Effects for all constructs were mediated through cocreated citizenship behavior. The study has substantial theoretical implications for scholars and practical implications for CSR marketing communication campaigns to guests conducted by hotel managers and non-governmental organizations.
中文翻译:
企业社会责任活动的自主性、自我表达和享乐价值对客人公民身份和酒店品牌偏好的影响
在假期招募客人参与企业社会责任 (CSR) 活动给酒店经理带来了两难境地——这样的要求会破坏假期吗?这项研究具有重要意义,因为酒店增加了对 CSR 活动的投资,并且更多地将酒店客人纳入 CSR 活动。我们扩展了心理健康理论,以评估 CSR 自主性在提高客人参与度方面的相对重要性。设计了一个基于客人返回最近访问过的实际酒店的场景,并使用结构方程模型分析了 249 名调查受访者的便利样本。虽然 CSR 活动的享乐价值对品牌偏好的影响最大,但自我表达和 CSR 自主性都对品牌偏好产生了显著影响。所有建构体的影响都是通过共创公民行为来调节的。该研究对学者具有重要的理论意义,对酒店经理和非政府组织向客人开展的企业社会责任营销传播活动具有实际意义。
更新日期:2024-08-31
中文翻译:
企业社会责任活动的自主性、自我表达和享乐价值对客人公民身份和酒店品牌偏好的影响
在假期招募客人参与企业社会责任 (CSR) 活动给酒店经理带来了两难境地——这样的要求会破坏假期吗?这项研究具有重要意义,因为酒店增加了对 CSR 活动的投资,并且更多地将酒店客人纳入 CSR 活动。我们扩展了心理健康理论,以评估 CSR 自主性在提高客人参与度方面的相对重要性。设计了一个基于客人返回最近访问过的实际酒店的场景,并使用结构方程模型分析了 249 名调查受访者的便利样本。虽然 CSR 活动的享乐价值对品牌偏好的影响最大,但自我表达和 CSR 自主性都对品牌偏好产生了显著影响。所有建构体的影响都是通过共创公民行为来调节的。该研究对学者具有重要的理论意义,对酒店经理和非政府组织向客人开展的企业社会责任营销传播活动具有实际意义。