The Role of Corporate Social Resposiblity (CSR) in the Tourism Industry, Thailand

Piewdang, Sarawut; Untachai, Subchat
June 2014
Australian Journal of Basic & Applied Sciences;2014 Special, Vol. 8 Issue 8, p149
Academic Journal
The paper is designed to provide a quantitative measure of corporate social responsibility for the tourism in Upper Northeastern Thailand. The purpose of this study is to develop the model of corporate social responsibility in tourism industry. Specifically, the objective of this study is to examine the validity and reliability of the four-factor model in corporate social responsibility. The research mainly involves a survey design. It includes a pilot test using undergraduate business and tourism students at UdonThani Rajabhat University for pretesting questionnaire items. In addition, this investigate into corporate practices, corporate social responsibility, corporate environmental responsibility, and corporate customer responsibility attributes necessitates uncovering variables of interest and this involves a large-scale field study. The data are collected via personal questionnaires from 359 samples. They include the tourists in 3 provinces such as UdonThani, Nongkhai, Loei. Respondents are asked to rate, on a five-point Likert scale, their agreement or disagreement on the corporate social responsibility attributes. LISREL program is used for data analysis since the proposed model is a simultaneous system of equations having latent constructs and multiple indicators. Quantitative data are analyzed by the statistical techniques, namely exploratory factor analysis and structural equation modeling. It is found from the study that the effect of corporate practices on corporate customer responsibility through corporate social responsibility and corporate environmental responsibility. The managerial implications are discussed.


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