VISITORS' PERCEPTIONS AND OPINIONS ABOUT CORPORATE SOCIAL RESPONSIBILITY ACTIVITIES AFFECTING THE SATISFACTION AFTER USING THE HOTEL

Abstract

          The objectives of this research were 1) to study the perceptions of corporate social responsibility (CSR) activities through hotel internal communication channels; 2) to study tourists’ opinions towards hotel corporate social responsibility (CSR) activities; and 3) to study tourists’ satisfaction with hotel corporate social responsibility (CSR) activities. The sample comprised  400 Thai tourists staying at 5-star international hotels in Bangkok. This study emplyed quantitative research methods. The research instrument was a questionnaire, and the data were analyzed using statistical devices of frequency, percentage, mean, standard deviation and multiple regression analysis.

            The results of this study indicated that the overall tourists’ perception of hotel CSR activities was at a high level. An aspect with the highest mean of perception was the presentation of the hotel’s CSR activities through social media such as Facebook, Instagram and Twitter.  The tourists’ opinion towards overall hotel's CSR activities was at a high level. The aspect with the highest mean score was giving food leftovers to farmers to make fodder and feretilizer.  The overall tourists’ satisfaction with hotel CSR activities was at a high level. The aspect with the highest mean score was the tourists’ satisfaction with the services provided by the hotels. The hypothesis testing results revealed that the hotel's activities in corporate social responsibility, community volunteer work, and environmental care positively affected the tourists’ opinions.