Corporate Social Responsibility in Hotels: A Proposal of a Measurement of its Performance through Marketing Variables

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.

La importancia de la responsabilidad social corporativa y la gestión de la calidad total en los hoteles de México

“…Existe importante evidencia que muestra la relación positiva entre la implementación de la responsabilidad social corporativa y el desempeño de las organizaciones (Ahamed, Almsafir y Al-Smadi, 2014;Famiyeh, 2017;Hernández-Perlines e Ibarra-Cisneros, 2018;Hernández-Perlines y Rung-Hoch, 2017;Mariño-Romero et al, 2020;Terziovski y Samson, 1999;Thottoli y Thomas, 2021); principalmente el desempeño financiero (Bahta et al, 2020;Bastič, Mulej y Zore, 2020;Choongo, 2017;Luo y Bhattacharya, 2006;Malik y Kanwal, 2018). Estos estudios han mostrado que la implementación adecuada de todos los aspectos de RSC permite que los clientes se vinculen positivamente con las empresas y adquieran sus bienes y servicios, lo que aumenta las ventas y consecuentemente su rentabilidad (Fernández Alles y Cuadrado Marqués, 2011).…”

“…Desde el punto de vista del desempeño no financiero, la lealtad, el posicionamiento de mercado y sobretodo la reputación son factores que también benefician a las empresas (Zhu, Sun y Leung, 2014). Este comportamiento se presenta en todo tipo de empresas incluyendo a los hoteles (Ghaderia et al, 2019;Mariño-Romero et al, 2020). Sin embargo, es importante mencionar que en ocasiones no se presenta dicha relación debido a la falta de implementación adecuada de RSC (Teoh, Welch y Wazzan, 1999), e incluso se ha evidenciado una relación negativa (Wright y Ferris, 1997).…”

Connecting Corporate Social Responsibility (CSR) to Customer Loyalty: A Mediation Analysis in Hoteling Industry of Pakistan

“…The results prove the positive impact of CSR activities on the customers’ trust in the hotels. Thus, it can be said that customer relationship marketing affects customer loyalty with the mediation of trust and word of mouth in the hotel industry (Lai, 2019; Mariño-Romero et al, 2020).…”

“…The studies also found these mediating variables as the antecedent of customer loyalty. Customers' loyalty is based upon the customer's word of mouth, trust, and satisfaction (Mariño-Romero et al, 2020). CSR is an effective strategy to develop feelings of trust and loyalty among customers.…”

Corporate Social Responsibility Terhadap Customer Loyalty Yang Dimediasi Oleh Electronic Service Quality, Trust Dan Customer Satisfaction Pada Industri Perbankan Indonesia

“…Trust pada industri perhotelkan mencerminkan bahwa hotel tersebut kompeten dan terpercaya. Trust ini akan sangat mempengaruhi loyalitas yang membuat pelanggan ingin berkunjung kembali (Mariño-Romero et al, 2020).…”