Abstract
As one of the micro-level contents of sustainable development, corporate social responsibility is the most effective method for tourism enterprises to support sustainable tourism. Studying the impact of tourism corporate social responsibility on the service behavior of frontline employees will help maintain the stability of the frontline employee of tourism enterprises and improve the competitiveness of tourism enterprises. This study builds a research model, proposes research hypotheses, and uses 405 valid data to conduct empirical research on the issue. The results show that tourism corporate social responsibility has a positive impact on the pro-social motivation and tourism service improvisation of frontline employees, and pro-social motivation also has a positive impact on tourism service improvisation. In addition, pro-social motivation plays a partial mediating role in the relationship between corporate social responsibility and tourism service improvisation. Finally, this study provides a reference and a new theoretical perspective for the management and research of tourism enterprises in the context of the epidemic.
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