Social responsibility and reputation influences on the intentions of Chinese Huitang Village tourists: Mediating effects of satisfaction with lodging providers

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.

Citation

Su, L., Swanson, S.R. and Chen, X. (2015), "Social responsibility and reputation influences on the intentions of Chinese Huitang Village tourists: Mediating effects of satisfaction with lodging providers", International Journal of Contemporary Hospitality Management, Vol. 27 No. 8, pp. 1750-1771. https://doi.org/10.1108/IJCHM-06-2014-0305