The effect of residents’ perception of hotel social responsibility on overall attitude toward tourism

Abstract

Purpose This paper aims to investigate the moderating effects of residents’ demographic attributes on the relationship between perceptions of hotels’ social responsibility (HSR) practices and overall attitude toward tourism. Design/methodology/approach Perceptions of HSR were examined via social, economic and environmental dimensions. The research model was investigated with structural equation modeling and multigroup analyses. Findings The findings show that residents’ perceptions of HSR had a positive impact on their attitude toward tourism and that their demographic attributes had a moderating effect on this relationship. Originality/value Although there have been many papers on stakeholders’ returns to corporate social responsibility practices implemented by hotels, residents’ returns to these practices are insufficiently investigated. Moreover, to the best of the authors’ knowledge, there is no research on the moderating effect of residents’ demographic attributes on the relationship between perceived social responsibility and overall attitude toward tourism.