National Culture and Corporate Social Responsibility

In accordance with the strategic importance of corporate social responsibility (CSR), multiple CSR studies have existed in the tourism and hospitality literature. Although appropriate CSR strategies and stakeholders’ interests and perceptions with regard to CSR may differ from one national culture to another, CSR studies incorporating cultural influences are still rare in the tourism and hospitality field. Particularly, given a high degree of internationalization and cultural diversity of stakeholder groups in each local market, CSR study on the basis of national culture is needed in the tourism and hospitality industry. In order to enrich CSR literature and provide practical implications, this study aims to propose a culture-based CSR implementation model for the hospitality and tourism firms, incorporating national culture.

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The effect of national culture on corporate social responsibility in the hospitality industry

International Journal of Contemporary Hospitality Management ◽

10.1108/ijchm-08-2014-0415 ◽

2016 ◽

Vol 28 (8) ◽

pp. 1728-1758 ◽

Cited By ~ 21

Author(s):

Kyung Ho Kang ◽

Seoki Lee ◽

Changsok Yoo

Keyword(s):

Corporate Social Responsibility ◽

Social Responsibility ◽

National Culture ◽

The Body ◽

Content Type ◽

Csr Strategies ◽

Culture Dimensions ◽

Hospitality Firms ◽

Corporate Social ◽

The Relationship

Purpose This study aims to examine the effects of different dimensions of national culture on corporate social responsibility (CSR) activities of hospitality firms, including lodging, casino and restaurant firms. Design/methodology/approach This study performs a panel regression analysis to examine the effect of Hofstede’s national culture dimensions on the total CSR score, positive CSR score and negative CSR of the sampled hospitality firms. The sample period spans fiscal years 1993 to 2011and 365 firm-year observations are used for the study’s analysis. Findings This study finds a positive and significant effect of uncertainty avoidance on the total CSR score. Further, the study’s results show a positive and significant effect of power distance both on positive and negative CSR scores, while individualism appears to have a negative and significant effect both on positive and negative CSR scores. Masculinity reveals a negative and significant effect on the positive CSR score. Research limitations/implications Although the study’s results may not be generalizable to private or non-hospitality firms, according to the findings, multinational hospitality firms are encouraged to conceive a CSR portfolio consisting of localized CSR strategies that consider the effects of national culture on CSR. Originality/value This study contributes to the body of hospitality literature by filling the void regarding the relationship between national culture and CSR. At the same time, the findings of this study serve as guidelines for multinational hospitality firms’ implementing CSR activities.

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