Exploring the role of intrinsic and extrinsic CSR attributes for customers’ positive behavioural intention in the hotel industry
ISSN: 1747-1117
Article publication date: 18 May 2021
Issue publication date: 29 March 2022
Abstract
Purpose
Although the characterisation of intrinsic and extrinsic attribution is pervasive and important, this concept is yet to be explored in the corporate social responsibility (CSR) context. Thus, this study aims to study these CSR attributes and examine its influences on hotel customers’ behaviour.
Design/methodology/approach
This study explores and attempts to distinguish the varying roles of intrinsic and extrinsic CSR attributes. Framed in context of CSR in the hotel industry, the characteristics of CSR practices (e.g. sympathy or rewarding) are hypothesised to lead customers’ motivation to engage in a specific behaviour based on the attribution theory.
Findings
The target population of 150 hotel customers was surveyed, and the results exhibited that the intrinsic and extrinsic attributes of hotel CSR activities increased customers’ purchase intention by improving their level of perceived authenticity. The impact of intrinsic motivation on brand authenticity was found to have a greater influence compared to extrinsic motivation. When customers perceive the authenticity of hotel brands, there is a tendency to exert a positive behavioural intention. However, it was identified that for the hotel industry, only extrinsic motivation had a direct influence on customers’ positive behavioural intention.
Research limitations/implications
The varying roles of the intrinsic and extrinsic attributes of CSR and its impact on customers’ brand authenticity and behavioural intention were identified. Hence, this study conceptually contributes to the existing CSR literature by determining and incorporating the variables that measure the intrinsic and extrinsic attributes of hotel CSR activities.
Originality/value
This study contributes advancements to the hospitality and tourism industry, by expanding the literature to include the identification of significant CSR attributes and strategies that are beneficial, and can be used by companies for their development.
Keywords
Citation
Ahn, J. and Dias Soeiro, J. (2022), "Exploring the role of intrinsic and extrinsic CSR attributes for customers’ positive behavioural intention in the hotel industry", Social Responsibility Journal, Vol. 18 No. 3, pp. 663-678. https://doi.org/10.1108/SRJ-06-2020-0246
Publisher
:Emerald Publishing Limited
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