Despite extensive research on corporate engagement in corporate social responsibility (CSR), studies on CSR communication in the hospitality and tourism industry are scarce. Deepening this line of research is necessary to understand properly the real effects of CSR communication on consumers' attitudinal and behavioral responses to companies. In this paper, we test a causal model of CSR communication for this industry based on the hierarchy-of-effects framework. Based on attribution theory, we also explore whether media channel choice affects consumers' perceptions, attitudes, and behavioral intentions in the model. Performing an ANOVA test and multisampling structural equation modeling (SEM), we test our model of CSR communication with two samples that receive the same CSR information about a restaurant chain through a controlled media channel (i.e., corporate website) and a media channel that is uncontrolled by the company (i.e., online newspaper). We collected data from 226 and 240 participants, respectively. The findings suggest that the conceptual model is consistent across the two samples, although the media channel choice significantly affects the strength of several relationships in the model. While consumer–company identification is a stronger mediator in consumers' responses to the CSR message when read in the newspaper, trust is more important for consumers when they evaluate the corporate website. Nevertheless, both media channels report good business returns to the company in terms of consumers' purchase and advocacy intentions. These findings have relevant implications for hospitality and tourism companies, promoting the incorporation of both controlled and uncontrolled media channels into integrated marketing communication strategies.

尽管对企业参与企业社会责任 (CSR) 进行了广泛的研究，但对酒店和旅游业中 CSR 沟通的研究却很少。深化这方面的研究对于正确理解企业社会责任传播对消费者对公司的态度和行为反应的真正影响是必要的。在本文中，我们基于影响层次框架测试了该行业 CSR 沟通的因果模型。基于归因理论，我们还在模型中探讨了媒体渠道选择是否会影响消费者的感知、态度和行为意图。执行方差分析测试和多重采样结构方程建模 (SEM)，我们使用两个样本测试我们的 CSR 沟通模型，这两个样本通过受控媒体渠道（即公司网站）和不受公司控制的媒体渠道（即在线报纸）接收关于连锁餐厅的相同 CSR 信息。我们分别收集了 226 名和 240 名参与者的数据。研究结果表明，概念模型在两个样本中是一致的，尽管媒体渠道的选择会显着影响模型中几种关系的强度。当消费者在报纸上阅读企业社会责任信息时，消费者与公司的认同感是消费者对企业社会责任信息反应的更强中介，而当消费者评估企业网站时，信任对他们来说更为重要。尽管如此，这两个媒体渠道都报告了公司在消费者方面的良好业务回报 购买和宣传意图。这些发现对酒店和旅游公司具有相关意义，促进受控和非受控媒体渠道纳入整合营销传播策略。