Can Socially Responsible Investment Improve Organizational Resilience Of Tourism Firms?

Under the impact of COVID-19,why are some tourism firms able to buck the trend and show stability,absorptivity and recoverability when dealing with the highly uncertain,complex and ambiguous business environment? Based on the perspective of COVID-19 analysis,reflecting on the formation process and improvement path of organizational resilience of tourism firms has become an important issue to be urgently solved by the academia and the industry.At present,domestic and foreign studies focus on the influencing mechanism of organizational resilience from the individual,organizational and environmental levels.Few literatures focus on the relationship between tourism corporate social responsibility and organizational resilience from the perspective of COVID-19 analysis.First,this study measures and evaluates the organizational resilience of tourism firms,and analyzes the current situation and level of organizational resilience of tourism firms under the background of COVID-19.Second,this study systematically investigated the influence mechanism of strategic social responsibility and responsive social responsibility on organizational resilience of tourism firms.The conclusions are as follows: Firstly,strategic social responsibility improves the stability,absorptivity and recoverability of tourism firms,as well as the organizational resilience of tourism firms.Responsive social responsibility reduces the stability,absorptivity and recoverability of tourism firms,thus reducing organizational resilience.Secondly,this study further discusses the moderating effect of marketing ability on the above process.The stronger the marketing ability,the easier it is to translate social responsibility into organizational resilience.In addition,from a practical perspective,this study is helpful to provide reference for decision-making on how to adjust social responsibility to improve organizational resilience of tourism firms when facing crisis events.