Local Embeddedness And Corporate Social Responsibility Practices Of Rural Micro-tourism Enterprises

The local embeddedness of business operation and personal life in rural microtourism enterprises are obvious.The content,method,and extent of local embeddedness affect the implementation of corporate social responsibility.However,the academic community’s understanding of the embeddedness situation,business philosophy and behavior mode of rural micro-tourism enterprises is not comprehensive and in-depth,especially the lack of theoretical discussion and empirical analysis of how the local embeddedness of rural micro-tourism enterprises affects the fulfillment of corporate social responsibility.Therefore,this paper takes the embeddedness theory as theoretical foundation,comprehensively examines the local embeddedness and CSR fulfillment of rural micro-tourism enterprises,constructs an integrated theoretical framework for the impact of local embeddedness on the CSR fulfillment of rural micro-tourism enterprises,and profoundly reveals the process mechanism that local embeddedness of rural microtourism enterprises affects the fulfillment of corporate social responsibility.This study takes rural micro-tourism enterprises as the research object,comprehensively uses qualitative research methods and quantitative research methods,focuses on theoretical construction(influencing factors,content and effect of local embeddedness,as well as the structural dimensions and effects of corporate social responsibilities fulfillment)and empirical research(the influence mechanisms of local embeddedness,the impact mechanism of local embeddedness on the fulfillment of corporate social responsibilities,and the multi-dimensional influence effect of rural micro-tourism enterprises’ fulfillment of responsibilities).The findings reveal that:(1)The integrated conceptual framework model is constructed,including embedded antecedents-embedded content-embedded effects-CSR behavior-CSR impact.The natural environment,the human environment,business development,social interaction and local emotion are the precursors of local embedding of rural micro-tourism enterprises.The local embeddedness of rural micro-tourism enterprises is manifested as commercial embeddedness at the organizational level and social embeddedness at the individual level.Business embeddedness affects resource access and dynamic capacity at the organizational level,while social embeddedness affects place dependence and place identity at the individual level.Economic,social and environmental responsibilities constitute the content dimension of the fulfillment of responsibilities of rural microtourism enterprises.The fulfillment of corporate social responsibility in rural microtourism enterprises has an impact on enterprise performance,business ecology and community development.(2)The natural environment,human environment,business development,social interaction and local emotion affect the organizational business embeddedness and individual social embeddedness of rural micro-tourism enterprises with different relationship intensities,respectively.The two impact factors of natural environment and human environment have a significant positive effect on the commercial embeddedness and social embeddedness of rural micro-tourism enterprises.The positive impact of commercial development on the commercial embeddedness of rural micro-tourism enterprises is the strongest,and social interaction has the strongest positive effect on the individual social embeddedness of rural micro-tourism enterprises.(3)Business embeddedness and social embeddedness of rural micro-tourism enterprises play a key role in incentivizing the fulfillment of corporate social responsibility,and the business embeddedness and social embeddedness respectively achieve the incentive for CSR fulfillment through three variables that are closely related to corporate social responsibility behavior,which affects resource access at the organizational level,place dependence and place identity at the individual level.Dynamic capability at the organizational level has no mediate effect between the business embeddedness of rural micro-tourism enterprises and the fulfillment of corporate social responsibility.(4)The fulfillment of responsibilities of rural micro-tourism enterprises in different dimensions has a significant positive impact on enterprise performance.Among them,the positive impact of their economic and environmental responsibilities on corporate performance is more prominent.The fulfillment of economic and social responsibilities by rural micro-tourism enterprises has a significant positive impact on the business ecology,but the positive impact of the fulfillment of environmental responsibilities on the business ecology is not significant.The fulfillment of social responsibilities by rural micro-tourism enterprises has the strongest positive impact on community development,followed by economic responsibility,while the implementation of environmental responsibility has the weakest positive impact on community development.The research contributions of this paper are: First,the rural locality and enterprisescale micro attributes of rural micro-tourism enterprises are taken into consideration.The relationship between local embeddedness and corporate social responsibility fulfillment of rural micro-tourism enterprises is comprehensively examined from the embeddedness theory perspective.The content of embeddedness theory and tourism corporate social responsibility research are refined,and a research context for interdisciplinary theoretical mutual learning and integration is offered.Second,this study breaks through the barriers of existing theoretical research,analyzes the local embeddedness and corporate social responsibility implementation of rural micro-tourism enterprises from the perspective of embeddedness theory,and echoes the basic pattern of business embeddedness and social embeddedness faced by micro-tourism enterprises in specific areas of rural China,and supplements and improves the special situation of enterprise embeddedness and CSR research.Third,it focuses on the interaction between rural local communities and enterprises,examines the implementation of rural micro-tourism corporate social responsibility from the perspective of local embeddedness,constructs an integrated theoretical framework for the impact of local embeddedness on the social responsibility fulfillment of rural micro-tourism enterprises,profoundly reveals the mechanism and results of local embeddedness affecting the fulfillment of social responsibility of rural micro-tourism enterprises,opens up new fields of embeddedness research,deepens and expands the theoretical composition of tourism corporate social responsibility.