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

José Manuel Mariño-Romero, José Manuel Hernández-Mogollón, Ana María Campón-Cerro and José Antonio Folgado-Fernández
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José Manuel Mariño-Romero: Department of Business Management and Sociology, School of Business, Finance and Tourism, University of Extremadura, 10071 Cáceres, Spain
José Manuel Hernández-Mogollón: Department of Business Management and Sociology, School of Business, Finance and Tourism, University of Extremadura, 10071 Cáceres, Spain
Ana María Campón-Cerro: Department of Business Management and Sociology, School of Business, Finance and Tourism, University of Extremadura, 10071 Cáceres, Spain
José Antonio Folgado-Fernández: Department of Financial Economics and Accounting, School of Business, Finance and Tourism, University of Extremadura, 10071 Cáceres, Spain

Sustainability, 2020, vol. 12, issue 7, 1-15

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.

Keywords: corporate social responsibility (CSR); trust; reputation; satisfaction; loyalty; RevPAR (Revenue Per Available Room); hotel industry; tourism marketing; tourism management; partial least squares (PLS) (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
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