Purpose

The purpose of this paper is to evaluate the perception of tourists in relation to corporate social responsibility (CSR) practices in the city of Porto as a tourism destination in three main domains as follows: community, environment and customer’s perception on the effect of the creation of corporate social responsibility image (CSRI) and if this produces a direct effect in brand love (BL). At the same time, it evaluates the effect of tourist engagement in the BL destination.

Design/methodology/approach

A sample of 958 complete answers that were collected through a questionnaire, which was administered to tourists in the city of Porto is used. The exploratory factor analysis, the confirmatory factor analysis and the structural equation modelling are appliedto analyze the data.

Findings

Empirical results indicate that the city of Porto should invest to increase the CSR activities to develop a positive CSRI in the tourist’s perceptions, thus reinforcing their emotions and engagement. The feelings of BL and brand engagement (BE) are sensations characterized by a strong character that can increase the competitiveness of a tourism destination with favourable and unique associations.

Practical implications

This is the first time that this evaluation has been carried out for the city of Porto, providing useful information to design the destination’s brand identity so as to differentiate it from other competing destinations.

Originality/value

This research aims to fulfil the aforesaid gaps related to the effect of the three dimensions of CSR in the consumer perceptions of CSRI applied to tourism destinations and use the BE and the consumer perception of CSRI to establish a positive relationship, as a BL, with a city destination.

中文翻译：

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企业社会责任形象和对旅游目的地竞争力的情感

目的

本文的目的是在以下三个主要领域中评估游客对波尔图市作为旅游目的地的企业社会责任（CSR）做法的看法：社区，环境和客户对创意产生的影响的看法的企业社会责任形象（CSRI），以及是否对品牌爱产生直接影响（BL）。同时，它评估了BL目的地中游客参与的影响。

设计/方法/方法

使用了通过问卷调查收集的958个完整答案的样本，该问卷已在波尔图市对游客进行管理。探索性因素分析，确认性因素分析和结构方程模型被用来分析数据。

发现

实证结果表明，波尔图市应进行投资以增加CSR活动，以在游客的感知中发展积极的CSRI，从而增强他们的情感和参与度。BL的感觉和品牌参与度（BE）是一种具有强烈个性的感觉，可以通过良好而独特的关联来提高旅游目的地的竞争力。

实际影响

这是首次对波尔图市进行评估，提供了有用的信息来设计目的地的品牌标识，从而将其与其他竞争目的地区分开来。

创意/价值

这项研究旨在弥补上述与企业社会责任三个维度在将CSRI应用于旅游目的地的消费者认知中的影响有关的差距，并利用BE和CSRI的消费者认知与BL建立积极的关系。城市目的地。