While the literature on corporate social responsibility (CSR) communication is growing, there is a lack of studies examining CSR–advocacy behaviors by hotel guests. The study is significant because of increased CSR investment and greater inclusion of hotel guests in CSR activities, as part of a guest engagement strategy. The study involved an experimental design using a scenario based on a guest’s return to an actual hotel recently visited by survey respondents. A hedonic value anticipated by guests was compared against a second independent variable of perceived community value for their effect on guest CSR advocacy. Data were collected from respondents across two distinct national cultures—Western and Asian. Structural equation modeling analysis demonstrated that hedonic value was the major influencing benefit on guest CSR advocacy. Furthermore, hedonic benefits directly affected guest CSR advocacy, while the effect from perceived community value was fully mediated by CSR reputation. In multigroup analyses, the effects varied between the two cultural groups. The study has implications for CSR marketing communication campaigns to guests conducted by hotel managers and nongovernmental organizations.

虽然关于企业社会责任 (CSR) 沟通的文献越来越多，但缺乏对酒店客人的 CSR 倡导行为的研究。该研究具有重要意义，因为作为宾客参与战略的一部分，企业社会责任投资的增加以及酒店宾客更多地参与企业社会责任活动。该研究涉及使用基于客人返回调查受访者最近访问的实际酒店的场景的实验设计。将客人预期的享乐价值与感知社区价值的第二个独立变量进行比较，以了解它们对客人 CSR 倡导的影响。数据是从跨越两种不同民族文化——西方文化和亚洲文化的受访者那里收集的。结构方程模型分析表明，享乐价值是影响客人CSR倡导的主要收益。此外，享乐利益直接影响客人的 CSR 倡导，而感知社区价值的影响完全由 CSR 声誉调节。在多群体分析中，两个文化群体之间的影响各不相同。该研究对酒店经理和非政府组织针对客人进行的企业社会责任营销传播活动具有影响。