Research On The Impact Of Social Integration On Corporate Social Responsibility Of Rural Tourism Entrepreneurial Migrants

With the arrival of the era of mass tourism and the increase of tourism demand,a large number of tourism business owners have emerged in some mature rural tourism destinations in China.These tourism business owners provide products and services for tourists with the motivation of making money or pursuing lifestyle.After investigation,it is found that most of the well-managed tourism business owners come from other places,and they are also called tourism entrepreneurial migrants.Their arrival can revitalize rural resources and promote the all-round development of economy,society and culture in tourist destinations.But at the same time,due to the differences in cultural customs,values,living habits and other aspects,there is a certain separation between the tourism entrepreneurial migrants and the local residents.There are frequent phenomena such as ecological environment destruction and loss of authenticity of folk culture in the rural tourism destinations,and corporate social responsibility needs urgent attention.Under the condition of cultural differences and spatial mobility,how can the tourism entrepreneurial migrants realize the social integration in the destination? Will social integration affect its corporate social responsibility? This kind of problem has not been paid enough attention in the current research.Therefore,this study takes Weizhou Island in Beihai,Guangxi as a case,takes tourism entrepreneurial migrants as the research object,focuses on their social integration and corporate social responsibility,and systematically analyzes the relationship between them.Firstly,on the basis of literature review,this paper defines the concept connotation of tourism entrepreneurial migrants,social integration and corporate social responsibility,and constructs the measurement scales of social integration and corporate social responsibility.Secondly,the reliability and validity of the data obtained from the survey in Weizhou Island were analyzed to test the scientificity and applicability of the social integration and corporate social responsibility scale.And through the analysis of variance to explore the influence of demographic characteristics on the various dimensions of tourism entrepreneurial migrants’ social integration and corporate social responsibility.Finally,under the guidance of social capital theory,a structural equation model is constructed to explore the relationship between the social integration and corporate social responsibility of tourism entrepreneurial migrants.Through qualitative research,the results of hypothesis testing are deeply analyzed and interpreted,and the main conclusions are as follows.(1)The dimension of social integration of tourism entrepreneurial migrants is composed of four dimensions: economic integration,cultural integration,social adaptation and identity integration.The degree of social integration from high to low is social adaptation,economic integration,identity integration and cultural integration.(2)The dimension of corporate social responsibility of tourism entrepreneurial migrants is composed of four dimensions: responsibility to the economy,responsibility to the government,responsibility to customers and the environment,and responsibility to the community.Their corporate social responsibilities from high to low are responsibility to customers and environment,responsibility to community,responsibility to government and responsibility to economy.(3)In demographic characteristics,gender has significant impact on government responsibility,age has significant impact on cultural integration,educational level has significant impact on cultural integration,customer and environmental responsibility,and community responsibility,residence time has significant impact on cultural integration,identity integration,customer and environmental responsibilities,and community responsibilities,income levels have significant impacts on economic integration,cultural integration,social adaptation,and economic responsibilities.(4)Both the social adaptation and identity integration of tourism entrepreneurial migrants have a significant positive impact on corporate social responsibility,but cultural integration has a significant negative impact on corporate social responsibility,and the impact of corporate social responsibility is not significant.Based on the results of empirical analysis,this paper proposes to promote the sustainable development of rural tourism in Weizhou Island by improving the cultural identity of tourism entrepreneurial migrants,creating a civilized and harmonious business environment,and broadening the channels for fulfilling corporate social responsibility.