The Impact of Hotel Corporate Social Responsibility Activities on Hotel Image and Customer Loyalty

Abstract

Purpose: This study aims to determine the relationship between CSR activities, hotel image, and customer loyalty, and define which aspect of CSR activities should be emphasized. Design/methodology/approach: This study used a self-administered questionnaire to survey people who have hotel usage experience in Korea, and a total of 350 questionnaires were collected. Factor analysis and SEM were used to verify the hypothesis of this study. Findings: Among CSR activities, philanthropic CSR activities are the most influential variable, followed by ethical CSR activities, legal CSR activities, and economic CSR activities. All four CSR activities have a significant positive impact on corporate image. Hotel image also showed a significant positive relationship with customer loyalty. Research limitations/implications: The results of this study provide basic data and strategic opinions for hotels to implement effective loyalty customer programs. If a hotel combines sustainable management with philanthropic CSR activities, it will not only positively impact the company's image, but also contribute to value maximizing. This study reports the impact of CSR activities from the consumers' perspective. In future studies, it is necessary to consider the attitudes and views of other stakeholders on hotel social responsibility activities. Originality/value: This study makes up for the shortcomings of empirical evidence in the four dimensions of CSR in the hotel industry, and broadens the visions of CSR strategic research.