Effects of Corporate Social Responsibility (CSR) policies and activities on Company Reputation and Employee Organizational Citizenship Behaviour: Evidence from Indicate the tourism industry

¹ College of Artificial Intelligence and E-Commerce, Zhejiang Gongshang University Hangzhou College of Commerce, Hangzhou 311599, China
² Graduate School, LYCEUM OF THE PHILIPPINES UNIVERSITY MANILA, Manila, 1002, Philippines

^* Corresponding author: jinfengz@zjhzcc.edu.cn

Abstract

This research investigates the impact of corporate social responsibility (CSR) policies on employee organizational citizenship behavior and business reputation within the travel and tourism sector. Through a comprehensive survey of 317 participants in tourism companies, the study employs Amos 25.0 and SPSS 25.0 software to construct a Hypothesis Testing Structural Equation Model, aligning with established methodologies. The results unequivocally demonstrate that CSR practices enhance a company’s reputation, subsequently fostering organizational citizenship behavior among employees. Notably, the intricate interplay among CSR policies, company reputation, and employee behavior is subject to moderation by specific factors. The findings underscore the nuanced dynamics shaping organizational behavior in the context of CSR initiatives. The study suggests potential avenues for future research, offering insights that contribute to both theoretical understanding and practical implications for businesses in the travel and tourism sector. This research advances our comprehension of the intricate relationships between CSR, business reputation, and employee behavior, providing a foundation for informed decision-making in corporate sustainability efforts.