The Impact of Corporate Social Responsibility Dimensions on Brand Respect: A Case Study of Cappadocia Hotels

Abstract

While Corporate Social Responsibility (CSR) research has been carried out across various sectors, there are limited CSR studies that focus on the hotel industry. This research aims to address this literature gap by examining the influence of various CSR dimensions on brand respect (BR). Employing a quantitative approach, 410 questionnaires were collected via online surveys from hotel customers in Cappadocia. A proposed conceptual model was tested using structural equation modelling (SEM). Findings indicate that all dimensions of CSR significantly and directly affect BR, while the economic CSR dimension mostly and significantly influences BR. Results suggest that CSR activities can promote BR for hotel owners and managers. Findings further reveal the emerging trend among Turkish customers who expect hotels to consider social and environmental issues. As this study is among the first of this nature, this research makes a valuable contribution to the CSR and hospitality literature available.