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How corporate social responsibility contributes to strengthening brand loyalty, hotel positioning and intention to revisit?

机译：企业社会责任如何为加强品牌忠诚度，酒店定位和意图重新审视？

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This study aims to investigate if the visitors' perception of corporate social responsibility influences both hotel brand positioning and intention to revisit. Furthermore, it examines the indirect impact of corporate social responsibility on hotel brand positioning and intention to revisit through other major factors (identification, satisfaction, and loyalty). In total, 348 valid questionnaires were collected from customers reserved a hotel room in the UK within the last six months at the time of this investigation. Structural equation modelling was conducted to advance insight into the various influences and relationships. The results showed that there is a significant direct relationship between CSR with hotel brand positioning and indirect relationship between CSR and intention to revisit through identification, loyalty. However, surprisingly there are no relationships between CSR with satisfaction and satisfaction with loyalty. This study contributes to the existing literature on CSR in hotel management by investigating the impact of the customers' perception of a hotel's CSR on both hotel brand positioning and customers' intention to revisit. Moreover, this study also contributes to hotel management literature by investigating the indirect impact of identification, satisfaction, and loyalty on the relationship between CSR with hotel brand positioning and intention to revisit.
机译：本研究旨在调查访客对企业社会责任的看法是否影响酒店品牌定位和意图重新审视。此外，它探讨了企业社会责任对酒店品牌定位的间接影响，并意图通过其他主要因素重新审视（识别，满意度和忠诚）。总共有348个有效的问卷，在此次调查时的过去六个月内，在英国的酒店房间预留了一个有效的问卷。进行结构方程建模，以推进各种影响和关系的洞察力。结果表明，企业社会委员会与酒店品牌定位与企业社会责任之间的间接关系有重大的关系，并通过识别，忠诚度重新审视。然而，令人惊讶的是，企业社会责任与忠诚度满意度和满意度没有任何关系。本研究通过调查客户对酒店品牌定位和客户重新审视的意图来对酒店管理层的影响，为酒店管理中的CSR中企业社会责任的现有文献提供了贡献。此外，本研究还通过调查识别，满意度和忠诚对CSR与酒店品牌定位和意图重新审视的意图的间接影响来促进酒店管理文献。

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