The impact of hotel CSR for strategic philanthropy on booking behavior and hotel performance during the COVID-19 pandemic

Hakseung Shin; Abhinav Sharma; Juan Luis Nicolau; Juhyun Kang

doi:10.1016/j.tourman.2021.104322

The impact of hotel CSR for strategic philanthropy on booking behavior and hotel performance during the COVID-19 pandemic

Tour Manag. 2021 Aug:85:104322. doi: 10.1016/j.tourman.2021.104322. Epub 2021 Mar 21.

Authors

Hakseung Shin¹, Abhinav Sharma², Juan Luis Nicolau², Juhyun Kang³

Affiliations

¹ School of Hospitality and Tourism Management, University of Surrey, Guildford, GU2 7XH, United Kingdom.
² Howard Feiertag Department of Hospitality and Tourism Management, Pamplin College of Business, Virginia Tech, Blacksburg, VA, 24061, USA.
³ Department of Tourism Management, Jeju National University, Jeju-Daehakro 102, Jeju-Si, 63243, Republic of Korea.

Abstract

During the novel coronavirus (COVID-19) pandemic, some hotels have engaged in corporate social responsibility (CSR) activities to help overcome the crisis. Given that most existing research examines the impact of hotel CSR on a single stakeholder, how hotel CSR activities in a crisis are perceived by multiple stakeholders is unknown. Drawing on the concept of strategic philanthropy, this study examines the impact of hotel CSR activities during the pandemic, such as providing accommodations to healthcare workers, on hotel firms' market value and prospective hotel customers' booking behavior. Adopting mixed-methods approach, this study finds negative impacts of hotel CSR for strategic philanthropy on firm market value and customer booking behavior. The study result indicates that the value of hotel CSR depends on the nature and environmental contexts of CSR. Specific theoretical and practical implications are provided.

Keywords: COVID-19; Corporate social responsibility; Hotel booking behavior; Hotel market value; Strategic philanthropy.