The Impact of Corporate Social Responsibility (CSR) Dimensions on Brand Image of Hotels (Prospect of Local Community Established Around Hotels in Galle and Kandy Districts)

Abstract

Tourism, being one of the world's largest and most prosperous industry with diversified dimensions focusing on tourists, and sustaining a strong interaction with the local residents. The intention of this study is to examine the impact of Corporate Social Responsibility (CSR) dimensions on brand image of hotels and to determine the most efficient CSR dimension that can strengthen a favorable brand image. Hundred (100) local residents were selected from Kandy and Galle districts using questionnaire with adaptation of judgmental sample technique. The data was analyzed using descriptive statistics, multiple regression analysis, and correlation analysis while using SPSS software. The findings revealed there is a significant impact of CSR dimensions on brand image of hotels and among the three categories, social CSR dimensions mostly affected to the brand image of the hotel. The researcher suggested that CSR dimensions may also be used as a great marketing strategy and there are opportunities to conduct further researches under the areas like identifying most suitable marketing tools to promote CSR among the target audience.