Social responsibility and reputation influences on the intentions of Chinese Huitang Village tourists

Abstract

Purpose – This study aims to model and test the relationships between corporate social responsibility (CSR), corporate reputation, customer satisfaction and behavioral intentions. Design/methodology/approach – A total of 451 complete questionnaires were obtained from randomly approached ethnic Chinese leisure tourists. Following a two-step approach, a measurement model was estimated and then a structural model analyzed to test proposed hypotheses. Findings – CSR and reputation significantly impacted customer satisfaction, which, in turn, affected repurchase and word-of-mouth intentions. Customer satisfaction fully mediated the relationship between CSR and behavioral intentions in addition to corporate reputation. Research limitations/implications – The study considered only a limited number of lodging customers in a specific geographic area in China. Additional investigation across hospitality business types and cultures is needed. Practical implications – Investments in CSR activities in a Chinese hospitality consumption context can contribute to customer satisfaction and ultimately contribute positively to customer future behaviors. Originality/value – This study provides insights into the role that CSR may play for domestic Chinese hospitality customers. Little attention has been paid to the importance of corporate reputation in a tourism/hospitality context. This study contributes in helping to close this gap. Finally, this study embeds customer satisfaction within a framework of antecedents and consequences in an integrated causal model.