Journal
TOURISM MANAGEMENT
Volume 85, Issue -, Pages -Publisher
ELSEVIER SCI LTD
DOI: 10.1016/j.tourman.2021.104322
Keywords
COVID-19; Corporate social responsibility; Strategic philanthropy; Hotel market value; Hotel booking behavior
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The study found that hotel CSR activities for strategic philanthropy during the pandemic have a negative impact on firm market value and customer booking behavior. The value of hotel CSR depends on the nature and environmental contexts of CSR activities.
During the novel coronavirus (COVID-19) pandemic, some hotels have engaged in corporate social responsibility (CSR) activities to help overcome the crisis. Given that most existing research examines the impact of hotel CSR on a single stakeholder, how hotel CSR activities in a crisis are perceived by multiple stakeholders is unknown. Drawing on the concept of strategic philanthropy, this study examines the impact of hotel CSR activities during the pandemic, such as providing accommodations to healthcare workers, on hotel firms? market value and prospective hotel customers? booking behavior. Adopting mixed-methods approach, this study finds negative impacts of hotel CSR for strategic philanthropy on firm market value and customer booking behavior. The study result indicates that the value of hotel CSR depends on the nature and environmental contexts of CSR. Specific theoretical and practical implications are provided.
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