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Consumers' responses to hotels’ donation of rooms to homeless people: The impact of political ideology
Tourism Management ( IF 12.7 ) Pub Date : 2022-10-27 , DOI: 10.1016/j.tourman.2022.104678
Sohyun Bae

Our research examines how consumers’ political ideology affects their intention to stay at hotels that have donated rooms to homeless people during the COVID-19 pandemic. We propose that conservative consumers are less likely than liberal ones to stay at hotels that have donated rooms to homeless people due to their greater feelings of disgust toward such hotels. However, we further argue that the proposed effect would be mitigated when the hotels are luxury (vs. non-luxury) establishments. To provide convergent evidence for those arguments, we conducted four experimental studies. Our research contributes to the literature on political ideology, corporate social responsibility, contagion, and hospitality. We also provide practical guidelines for policymakers and hotel marketing managers on how to design initiatives for corporate social responsibility, especially involving the donation of rooms.



中文翻译:

消费者对酒店向无家可归者捐赠房间的反应:政治意识形态的影响

我们的研究调查了消费者的政治意识形态如何影响他们在 COVID-19 大流行期间入住向无家可归者捐赠房间的酒店的意愿。我们建议保守的消费者比自由的消费者更不可能留在向无家可归者捐赠房间的酒店,因为他们对这些酒店有更大的厌恶感。然而,我们进一步认为,当酒店是豪华(相对于非豪华)场所时,建议的影响会得到缓解。为了为这些论点提供一致的证据,我们进行了四项实验研究。我们的研究为有关政治意识形态、企业社会责任、传染和好客的文献做出了贡献。

更新日期:2022-10-27
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