Research On Behavioral Intention Of The Hotel’s Social Responsibility Based On The Theory Of Planned Behavior

Corporate social responsibility (CSR) is highly concerned recently inthe modern business and academic research because of the businessscandals such as using the child labor, false financial report and unfaithmarketing. About the research of CSR, the scholars in our country paidmore attention to that of the overall industry, such as the theory of CSRin domestic enterprises, the development of CSR in the state-ownedenterprises and private ones, multinational corporations and CSR andso on, lacking the research on special sectors. The research on thetourism’s CSR is just started, and the same as the hotels’ CSR. That’s thereason why the hotels are unaware of the CSR.Under the globalization background, the competition environmentand rules in the business have been changed greatly. The corporationsare tend to pursue the long-term interests and sustainable development.More and more international hotel groups come to our country with theidea of CSR, but many native hotels haven’t realize the necessary andimportance of CSR and undertake little social responsibility, for example,few hotels released social responsibility reports. As a industry with highrelevance and great influence, the hotel is the window industry of a cityand region, and it has an important role in protecting the environment,saving energy and keeping the sustainable development. So theresearch on the CSR of the hotel is meaningful.The theory of planned behavior (TPB) is a good theory that aims atresearching the behavioral intention and has been applied in differentfields. The author analyzed the driving factors of CSR under the base ofthe theory of CSR, and built a framework of hotel’ CSR based on TPB,and then developed the hypothesis and designed the questionnaire.The author selected190hotels’ high managers in our country andtested the relations between the attitude, subject norm, perceived behavior control and the behavioral intention. It came to the followingconclusions: firstly, the appreciable correlation existed between theattitude, subject norm, perceived behavior control and the behavioralintention; secondly, the factors including the star of the hotel, theownership, the operation period and the scale didn’t have a significantrelationship with the behavioral intention. Finally, the paper put forwardsome suggestions based the research outcome and the future directionof the research.