The Community Social Responsibility of Rural Small Tourism Enterprises: Scale Development and Validation

Author:

Wu Mao-Ying1ORCID,Wang Yi1,Li Qiucheng2ORCID,Wu Xinfang1,Ma Shihan (David)1ORCID

Affiliation:

1. Department of Tourism Management, School of Management, Zhejiang University, Hangzhou, Zhejiang, P. R. China

2. Department of Tourism Management, School of Tourism and Urban-Rural Planning, Zhejiang Gongshang University, Hangzhou, Zhejiang, P.R. China

Abstract

Rural small tourism enterprises (STEs) are involved in many discretionary, spontaneous, and supporting activities toward the host communities, which is labeled as community social responsibility (CoSR) in this study. This study develops and validates a scale to measure rural STEs’ CoSR. Stage 1 found four dimensions and 33 initial items through a thorough literature review and focus group discussions. In stage 2, an exploratory factor analysis was conducted to evaluate the dimensionality of the CoSR scale. Stage 3 used confirmatory factor analysis and supported a 22-item five-dimension scale ( promoting economic development, cultural preservation, cultural production, environmental protection, and political participation). An additional study was conducted to further assess nomological validity of the developed scale. The development of the CoSR scale provides a measurement instrument to spur additional empirical studies on CoSR. This scale also provides a useful tool for rural STE owners to measure and manage CoSR activities.

Funder

China National Funds for Distinguished Young Scientists

natural science foundation of zhejiang province

Zhejiang University HongKong Polytech University Joint Research Grant

humanities and social science fund of ministry of education of china

Publisher

SAGE Publications

Subject

Tourism, Leisure and Hospitality Management,Transportation,Geography, Planning and Development

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