Title: CSR actions and post-COVID-19 consequences in the hotel industry: a conceptual framework

Authors: Gul Afshan; Saqib Ilyas; Muhammad Nawaz Tunio; Maryam Kalhoro

Addresses: Department of Business Administration, Sukkur IBA University, Airport Road Sukkur Sindh, Pakistan ' Faculty of Management Studies, University of Central Punjab, Lahore, Pakistan ' Department of Business Administration, Greenwich University, Karachi, Pakistan; Alpen-Adria-Universität Klagenfurt, Universitätsstrasse 65-67, 9020 Klagenfurt am Wörthersee, Austria ' Department of Business Administration, University of Sindh, Jamshoro, Larkana Campus, Pakistan; Faculty of Business and Finance, University Tunku Abdul Rehman, Kampar Perak, Malaysia

Abstract: The pandemic of COVID-19 has shifted the focus of businesses from traditional corporate social responsibility (CSR) activities in the current time and has prepared them for the unpredictable future to show resilience and flexibility to cope with the crisis. This study conceptualises the relationship between the hotel industry's response to the COVID-19 as engagement in CSR and the positive consequences through stakeholder satisfaction. The theoretical framework is based on stakeholder's theory and offers an understanding of the strategic responses of the hotels to the pandemic crisis. Particularly, this study proposes that the hotel industry's responsible activities to cope with COVID-19 through CSR (current and future actions) may influence its post-COVID-19 consequences (performance and reputation) through the mediating effect of stakeholder's (community and employee) satisfaction. This conceptual study also suggests a research direction for empirical findings and their implications.

Keywords: COVID-19; corporate social responsibility; CSR; hotel reputation; hotel performance; stakeholder's satisfaction; hotel employees; community.

DOI: 10.1504/IJSCM.2021.122845

International Journal of Strategic Change Management, 2021 Vol.7 No.4, pp.275 - 289

Received: 21 Oct 2020
Accepted: 24 May 2021
Published online: 13 May 2022 *

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