Journal of Tourism and Development

Journal of Tourism and Development

The impact of hotels social responsibility on customers' loyalty with the mediating role of brand image, commitment and customer satisfaction

Document Type : Original Article

Authors
Hamidreza Rezaei Anvar 1
Niloofar Abbaspoor 2
Maryam Sedaghat 2
1 MA in Strategic Management, Faculty of Management, Kharazmi University, Tehran, Iran.
2 Assistant Professor, Department of Business Management, Faculty of Management, Kharazmi University, Tehran, Iran.
10.22034/jtd.2024.433403.2881
Abstract
According to the number of existing accommodation facilities and the number of tourists, hotels must compete with each other to attract as many tourists as possible. Increasing competition, diversity in customers' tastes and needs, and the emergence of new technologies have required hotels to provide distinctive services and experiences to attract and retain their customers, because loyal customers ultimately have a positive effect on hotel performance. One of the factors that can create value for hotel customers is paying attention to social responsibility. The purpose of this research is to investigate the effect of social responsibility of hotels on customer loyalty based on the mediating role of brand image, commitment and customer satisfaction. The statistical sample is the guests of 4 and 5 star hotels in Tehran, who were sampled as available. Structural equation model has been used to measure the relationship between variables. The results of the research showed that the social responsibility of hotels has a positive effect on the variables of brand image, commitment, satisfaction and loyalty. Therefore, by addressing social responsibilities through improving the brand image and customer commitment and satisfaction, hotels can cause Loyalty and repeat their stay in the hotel and improve their performance.
Keywords
Hotel Social Responsibility
Brand Image
Satisfaction
Hotel
Tehran
SEM
 
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