Since the outbreak of COVID-19, the hotel sector has engaged in various corporate social responsibility (CSR) initiatives to show solidarity with local communities. Our research examines the impact of such initiatives on tourists' intentions to spread positive word-of-mouth (WOM) and their intentions to visit when the current pandemic ends. Our experimental results suggest community support in the form of providing free accommodation to homeless people increases tourists' intentions to spread positive WOM, bringing reputational benefits. But such initiatives reduce tourists’ intentions to visit, presenting potential business risks. Our results further suggest that community support in the form of providing free accommodation to medical professionals has little impact, as it shows no significant difference to control (no CSR initiatives).

自 COVID-19 爆发以来，酒店业参与了各种企业社会责任 (CSR) 举措，以表明与当地社区的团结。我们的研究调查了此类举措对游客传播积极口碑 (WOM) 的意图的影响，以及他们在当前大流行结束时的访问意图。我们的实验结果表明，以向无家可归者提供免费住宿的形式提供的社区支持增加了游客传播正面口碑的意愿，从而带来了声誉收益。但此类举措降低了游客的游览意愿，带来了潜在的商业风险。我们的结果进一步表明，以向医疗专业人员提供免费住宿的形式提供的社区支持几乎没有影响，因为它没有显示出控制上的显着差异（没有 CSR 举措）。