Abstract
The research into Corporate Social Responsibility (CSR) has been prolific in the last years, although few studies have focused their attention on studying its relationship with economic performance within the hotel industry, even less incorporating marketing variables as a result. This work aims to determine the relationship between the implementation of CSR policies and their influence on the Revenue Per Available Room (RevPAR) in Spanish hotels, through marketing variables. A quantitative methodology was conducted using an online survey, gathering a sample of 230 hotel managers from Spain. The results of the structural model analyzed reveal that CSR has a discreet but significant role for understanding how marketing variables and RevPAR operate. CSR has a direct impact on RevPAR, but it also influences it indirectly through marketing variables. Therefore, CSR arises as a fundamental strategy to improve the results of the hotel sector in the long term.
Highlights
Corporate Social Responsibility (CSR) focuses on the benefits for businesses and society alike
These studies have been applied to hotel companies, they have not taken into account the main variable of the financial performance of this sector, the Revenue Per Available Room (RevPAR), which measures the financial performance of an establishment or chain for a given period (RevPAR = total income per room in period t / total number of rooms available in period t)
The results showed that CSR is positively related to the reputation of the company
Summary
Corporate Social Responsibility (CSR) focuses on the benefits for businesses and society alike. The measurement of the impact of CSR in hotels has been made mainly from point of view of ROA (Return on Asset)—the short-term result—or the Tobin’s q—the long-term result—based on secondary data obtained from databases [6,7]. These studies have been applied to hotel companies, they have not taken into account the main variable of the financial performance of this sector, the Revenue Per Available Room (RevPAR), which measures the financial performance of an establishment or chain for a given period (RevPAR = total income per room in period t / total number of rooms available in period t)
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
