STUDY ON THE NEXUS OF CSR AND SOCIAL MEDIA ENGAGEMENT ON TOURIST DESTINATION LOYALTY IN SUSTAINABLE DEVELOPMENT NATURE-BASED TOURISM

Authors

  • Mona Fairuz Ramli School of Housing Building and Planning, UNIVERSITI SAINS MALAYSIA
  • Nurwati Badarulzaman School of Housing Building and Planning, UNIVERSITI SAINS MALAYSIA
  • Samshul Amry Abdul Latif Department of Tourism, Kulliyyah of Languages and Management, INTERNATIONAL ISLAMIC UNIVERSITY MALAYSIA

DOI:

https://doi.org/10.21837/pm.v21i28.1342

Keywords:

CSR, Social media engagement, destination loyalty, marine park

Abstract

The purpose of this study is to examine the relationship between Corporate Social Responsibility (CSR), and destination brand loyalty and social media engagement, which is not well understood. This particularly occurs in the sustainable development context of nature-based tourism in managing the negative impact on the environment, which is rather challenging. Moreover, the current research aims to develop a simple model for investigating the interrelationship of CSR as well as destination loyalty by incorporating social media engagement as a moderating variable. This is to investigate the impact mechanism of CSR activities of tourists towards tourists' destination brand loyalty in the context of nature-based tourism. The data for this study were obtained from 285 tourists who visited a popular marine park site in Malaysia. The researchers used the partial least squares structural equation modeling technique to analyze the collected data. The findings revealed that both CSR and social media engagement had an impact on destination brand loyalty. These findings have important implications for destination operators, suggesting that incorporating CSR activities into their strategies can be a strategic approach for achieving sustainable success.

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References

Ahmad, N., Naveed, R. T., Scholz, M., Irfan, M., Usman, M., & Ahmad, I. (2021). Csr communication through social media: A litmus test for banking consumers’ loyalty. Sustainability (Switzerland), 13(4), 1–16. https://doi.org/10.3390/su13042319

Andolina, C., Signa, G., Tomasello, A., Mazzola, A., & Vizzini, S. (2021). Environmental effects of tourism and its seasonality on Mediterranean islands: the contribution of the Interreg MED BLUEISLANDS project to build up an approach towards sustainable tourism. Environment, Development and Sustainability, 23(6), 8601–8612. https://doi.org/10.1007/s10668-020-00984-8

Cheng, T. M., & Wu, H. C. (2015). How do environmental knowledge, environmental sensitivity, and place attachment affect environmentally responsible behavior? An integrated approach for sustainable island tourism. Journal of Sustainable Tourism, 23(4), 557–576. https://doi.org/10.1080/09669582.2014.965177

Chubchuwong, M. (2019). The impact of CSR satisfaction on destination loyalty: a study of MICE travelers in Thailand. Asia Pacific Journal of Tourism Research, 24(2), 168–179. https://doi.org/10.1080/10941665.2018.1556711

Commisision, E. (2019). The EU blue economy report 2019.

Diamantopoulos, A., & Siguaw, J. a. (2006). Formative versus reflective indicators in organizational measure development: A comparison and empirical illustration. British Journal of Management, 17(4), 263–282. https://doi.org/10.1111/j.1467-8551.2006.00500.x

Dimitrovski, D., Lemmetyinen, A., Nieminen, L., & Pohjola, T. (2021). Understanding coastal and marine tourism sustainability - A multi-stakeholder analysis. Journal of Destination Marketing and Management, 19(May 2020), 100554. https://doi.org/10.1016/j.jdmm.2021.100554

Fan, J., Haq, S. H. I. U., Moeriera, A. G., & Virk, M. M. (2018). Impact of CSR Dimensions on Consumer Satisfaction and Brand Loyalty in the Formation of Purchase Intentions: Study from Pakistan Livestock Industry. Management, 8(2), 54–63. https://doi.org/10.5923/j.mm.20180802.03

Ferrell, O. C., Harrison, D. E., Ferrell, L., & Hair, J. F. (2019). Business ethics, corporate social responsibility, and brand attitudes: An exploratory study. Journal of Business Research, 95(July 2018), 491–501. https://doi.org/10.1016/j.jbusres.2018.07.039

Ghaderi, Z., Mirzapour, M., Henderson, J. C., & Richardson, S. (2019). Corporate social responsibility and hotel performance: A view from Tehran, Iran. Tourism Management Perspectives, 29(September 2018), 41–47. https://doi.org/10.1016/j.tmp.2018.10.007

Gupta, S., Nawaz, N., Alfalah, A. A., Naveed, R. T., Muneer, S., & Ahmad, N. (2021). The relationship of csr communication on social media with consumer purchase intention and brand admiration. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1217–1230. https://doi.org/10.3390/jtaer16050068

Hair, J. F. J., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Second Edition. In Sage Publications (Second). https://doi.org/10.1016/j.lrp.2013.01.002

Hair, Joe F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109(August 2019), 101–110. https://doi.org/10.1016/j.jbusres.2019.11.069

Hair, Joseph F, Ringle, C. M., & Sarstedt, M. (2011). The use of partial least squares (PLS) to address marketing management topics. Journal of Marketing Theory and Practice, 19(2), 135–138.

Interviewee, A. B. C., & Commentary, O. L. (2020). From Managerial Responsibility to CSR and Back to Responsible Management Archie B. Carroll (Interviewee) Oliver Laasch (Commentary). (2020).

Islam, T., Khan, M., Ghaffar, A., Wang, Y., Mubarik, M. S., Ali, I. H., … Sharma, A. (2023). Does CSR influence sustained competitive advantage and behavioral outcomes? An empirical study in the hospitality sector. Journal of Global Scholars of Marketing Science: Bridging Asia and the World, 33(1), 107–132. https://doi.org/10.1080/21639159.2022.2098157

Kataria, S., Saini, V. K., Sharma, A. K., Yadav, R., & Kohli, H. (2021). An integrative approach to the nexus of brand loyalty and corporate social responsibility. International Review on Public and Nonprofit Marketing, 1–25. https://doi.org/10.1007/s12208-021-00277-4

Lee, S., Ham, S., & Koh, Y. (2019). Special issue on economic implications of corporate social responsibility and sustainability in tourism and hospitality. Tourism Economics, 25(4), 495–499. https://doi.org/10.1177/1354816618822877

Liu, M. T., Wong, I. A., Rongwei, C., & Tseng, T. H. (2014). Do perceived CSR initiatives enhance customer preference and loyalty in casinos? International Journal of Contemporary Hospitality Management, 26(7), 1024–1045. https://doi.org/10.1108/IJCHM-05-2013-0222

Loureiro, S. M. C., & Lopes, J. (2019). How Corporate Social Responsibility Initiatives in Social Media Affect Awareness and Customer Engagement. Journal of Promotion Management, 25(3), 419–438. https://doi.org/10.1080/10496491.2019.1557819

Marasinghe, S., Perera, P., Simpson, G. D., & Newsome, D. (2021). Nature-based tourism development in coastal wetlands of Sri Lanka : An Importance – Performance analysis at Maduganga Mangrove Estuary. Journal of Outdoor Recreation and Tourism, 33(May 2020), 100345. https://doi.org/10.1016/j.jort.2020.100345

Martínez, P., Pérez, A., & del Bosque, I. R. (2014). CSR influence on hotel brand image and loyalty. Academia Revista Latinoamericana de Administracion, 27(2), 267–283. https://doi.org/10.1108/ARLA-12-2013-0190

Martínez, P., Pérez, A., & Rodríguez del Bosque, I. (2014). Exploring the Role of CSR in the Organizational Identity of Hospitality Companies: A Case from the Spanish Tourism Industry. Journal of Business Ethics, 124(1), 47–66. https://doi.org/10.1007/s10551-013-1857-1

Mohammed, A., & Al-Swidi, A. (2019). The influence of CSR on perceived value, social media and loyalty in the hotel industry. Spanish Journal of Marketing - ESIC, 23(3), 373–396. https://doi.org/10.1108/SJME-06-2019-0029

Öberseder, M., Schlegelmilch, B. B., Murphy, P. E., & Gruber, V. (2014). Consumers’ Perceptions of Corporate Social Responsibility: Scale Development and Validation. Journal of Business Ethics, 124(1), 101–115. https://doi.org/10.1007/s10551-013-1787-y

Olajide, S. (2014). Corporate Social Responsibility ( CSR ) Practices and Stakeholders Expectations : The Nigerian Perspectives. 1(2). https://doi.org/10.5296/rbm.v1i2.5500

Rodrigues, P., Borges, A. P., & Vieira, E. P. (2020). Corporate social responsibility image and emotions for the competitiveness of tourism destinations. Journal of Place Management and Development, 1–14. https://doi.org/10.1108/JPMD-01-2020-0005

Sánchez-Casado, N., Artal-Tur, A., & Tomaseti-Solano, E. (2019). Social media, customers’ experience, and hotel loyalty programs. Tourism Analysis, 24(1), 27–41. https://doi.org/10.3727/108354219X15458295631918

Sarstedt, M., Hair, J. F., Pick, M., Liengaard, B. D., Radomir, L., & Ringle, C. M. (2022). Progress in partial least squares structural equation modeling use in marketing research in the last decade. Psychology and Marketing, 39(5), 1035–1064. https://doi.org/10.1002/mar.21640

Sayre, R., Karagulle, D., Frye, C., Boucher, T., Wolff, N. H., Breyer, S., … Possingham, H. (2020). An assessment of the representation of ecosystems in global protected areas using new maps of World Climate Regions and World Ecosystems. Global Ecology and Conservation, 21, e00860. https://doi.org/10.1016/j.gecco.2019.e00860

Schuhmann, P. W., Skeete, R., Waite, R., Lorde, T., Bangwayo-skeete, P., Oxenford, H. A., … Spencer, F. (2019). Visitors ’ willingness to pay marine conservation fees in Barbados. Tourism Management, 71(May 2018), 315–326. https://doi.org/10.1016/j.tourman.2018.10.011

van Asperen, M., de Rooij, P., & Dijkmans, C. (2018). Engagement-Based Loyalty: The Effects of Social Media Engagement on Customer Loyalty in the Travel Industry. International Journal of Hospitality and Tourism Administration, 19(1), 78–94. https://doi.org/10.1080/15256480.2017.1305313

Yasin, R., Huseynova, A., & Atif, M. (2023). Green human resource management, a gateway to employer branding: Mediating role of corporate environmental sustainability and corporate social sustainability. Corporate Social Responsibility and Environmental Management, 30(1), 369–383. https://doi.org/10.1002/csr.2360

Ahmad, N., Naveed, R. T., Scholz, M., Irfan, M., Usman, M., & Ahmad, I. (2021). Csr communication through social media: A litmus test for banking consumers’ loyalty. Sustainability (Switzerland), 13(4), 1–16. https://doi.org/10.3390/su13042319 DOI: https://doi.org/10.3390/su13042319

Andolina, C., Signa, G., Tomasello, A., Mazzola, A., & Vizzini, S. (2021). Environmental effects of tourism and its seasonality on Mediterranean islands: the contribution of the Interreg MED BLUEISLANDS project to build up an approach towards sustainable tourism. Environment, Development and Sustainability, 23(6), 8601–8612. https://doi.org/10.1007/s10668-020-00984-8 DOI: https://doi.org/10.1007/s10668-020-00984-8

Cheng, T. M., & Wu, H. C. (2015). How do environmental knowledge, environmental sensitivity, and place attachment affect environmentally responsible behavior? An integrated approach for sustainable island tourism. Journal of Sustainable Tourism, 23(4), 557–576. https://doi.org/10.1080/09669582.2014.965177 DOI: https://doi.org/10.1080/09669582.2014.965177

Chubchuwong, M. (2019). The impact of CSR satisfaction on destination loyalty: a study of MICE travelers in Thailand. Asia Pacific Journal of Tourism Research, 24(2), 168–179. https://doi.org/10.1080/10941665.2018.1556711 DOI: https://doi.org/10.1080/10941665.2018.1556711

Commisision, E. (2019). The EU blue economy report 2019.

Diamantopoulos, A., & Siguaw, J. a. (2006). Formative versus reflective indicators in organizational measure development: A comparison and empirical illustration. British Journal of Management, 17(4), 263–282. https://doi.org/10.1111/j.1467-8551.2006.00500.x DOI: https://doi.org/10.1111/j.1467-8551.2006.00500.x

Dimitrovski, D., Lemmetyinen, A., Nieminen, L., & Pohjola, T. (2021). Understanding coastal and marine tourism sustainability - A multi-stakeholder analysis. Journal of Destination Marketing and Management, 19(May 2020), 100554. https://doi.org/10.1016/j.jdmm.2021.100554 DOI: https://doi.org/10.1016/j.jdmm.2021.100554

Fan, J., Haq, S. H. I. U., Moeriera, A. G., & Virk, M. M. (2018). Impact of CSR Dimensions on Consumer Satisfaction and Brand Loyalty in the Formation of Purchase Intentions: Study from Pakistan Livestock Industry. Management, 8(2), 54–63. https://doi.org/10.5923/j.mm.20180802.03

Ferrell, O. C., Harrison, D. E., Ferrell, L., & Hair, J. F. (2019). Business ethics, corporate social responsibility, and brand attitudes: An exploratory study. Journal of Business Research, 95(July 2018), 491–501. https://doi.org/10.1016/j.jbusres.2018.07.039 DOI: https://doi.org/10.1016/j.jbusres.2018.07.039

Ghaderi, Z., Mirzapour, M., Henderson, J. C., & Richardson, S. (2019). Corporate social responsibility and hotel performance: A view from Tehran, Iran. Tourism Management Perspectives, 29(September 2018), 41–47. https://doi.org/10.1016/j.tmp.2018.10.007 DOI: https://doi.org/10.1016/j.tmp.2018.10.007

Gupta, S., Nawaz, N., Alfalah, A. A., Naveed, R. T., Muneer, S., & Ahmad, N. (2021). The relationship of csr communication on social media with consumer purchase intention and brand admiration. Journal of Theoretical and Applied Electronic Commerce Research, 16(5), 1217–1230. https://doi.org/10.3390/jtaer16050068 DOI: https://doi.org/10.3390/jtaer16050068

Hair, J. F. J., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2017). A Primer on Partial Least Squares Structural Equation Modeling (PLS-SEM) Second Edition. In Sage Publications (Second). https://doi.org/10.1016/j.lrp.2013.01.002 DOI: https://doi.org/10.1016/j.lrp.2013.01.002

Hair, Joe F., Howard, M. C., & Nitzl, C. (2020). Assessing measurement model quality in PLS-SEM using confirmatory composite analysis. Journal of Business Research, 109(August 2019), 101–110. https://doi.org/10.1016/j.jbusres.2019.11.069 DOI: https://doi.org/10.1016/j.jbusres.2019.11.069

Hair, Joseph F, Ringle, C. M., & Sarstedt, M. (2011). The use of partial least squares (PLS) to address marketing management topics. Journal of Marketing Theory and Practice, 19(2), 135–138. DOI: https://doi.org/10.1080/10696679.2011.11046435

Interviewee, A. B. C., & Commentary, O. L. (2020). From Managerial Responsibility to CSR and Back to Responsible Management Archie B. Carroll (Interviewee) Oliver Laasch (Commentary). (2020).

Islam, T., Khan, M., Ghaffar, A., Wang, Y., Mubarik, M. S., Ali, I. H., … Sharma, A. (2023). Does CSR influence sustained competitive advantage and behavioral outcomes? An empirical study in the hospitality sector. Journal of Global Scholars of Marketing Science: Bridging Asia and the World, 33(1), 107–132. https://doi.org/10.1080/21639159.2022.2098157 DOI: https://doi.org/10.1080/21639159.2022.2098157

Kataria, S., Saini, V. K., Sharma, A. K., Yadav, R., & Kohli, H. (2021). An integrative approach to the nexus of brand loyalty and corporate social responsibility. International Review on Public and Nonprofit Marketing, 1–25. https://doi.org/10.1007/s12208-021-00277-4 DOI: https://doi.org/10.1007/s12208-021-00277-4

Lee, S., Ham, S., & Koh, Y. (2019). Special issue on economic implications of corporate social responsibility and sustainability in tourism and hospitality. Tourism Economics, 25(4), 495–499. https://doi.org/10.1177/1354816618822877 DOI: https://doi.org/10.1177/1354816618822877

Liu, M. T., Wong, I. A., Rongwei, C., & Tseng, T. H. (2014). Do perceived CSR initiatives enhance customer preference and loyalty in casinos? International Journal of Contemporary Hospitality Management, 26(7), 1024–1045. https://doi.org/10.1108/IJCHM-05-2013-0222 DOI: https://doi.org/10.1108/IJCHM-05-2013-0222

Loureiro, S. M. C., & Lopes, J. (2019). How Corporate Social Responsibility Initiatives in Social Media Affect Awareness and Customer Engagement. Journal of Promotion Management, 25(3), 419–438. https://doi.org/10.1080/10496491.2019.1557819 DOI: https://doi.org/10.1080/10496491.2019.1557819

Marasinghe, S., Perera, P., Simpson, G. D., & Newsome, D. (2021). Nature-based tourism development in coastal wetlands of Sri Lanka : An Importance – Performance analysis at Maduganga Mangrove Estuary. Journal of Outdoor Recreation and Tourism, 33(May 2020), 100345. https://doi.org/10.1016/j.jort.2020.100345 DOI: https://doi.org/10.1016/j.jort.2020.100345

Martínez, P., Pérez, A., & del Bosque, I. R. (2014). CSR influence on hotel brand image and loyalty. Academia Revista Latinoamericana de Administracion, 27(2), 267–283. https://doi.org/10.1108/ARLA-12-2013-0190 DOI: https://doi.org/10.1108/ARLA-12-2013-0190

Martínez, P., Pérez, A., & Rodríguez del Bosque, I. (2014). Exploring the Role of CSR in the Organizational Identity of Hospitality Companies: A Case from the Spanish Tourism Industry. Journal of Business Ethics, 124(1), 47–66. https://doi.org/10.1007/s10551-013-1857-1 DOI: https://doi.org/10.1007/s10551-013-1857-1

Mohammed, A., & Al-Swidi, A. (2019). The influence of CSR on perceived value, social media and loyalty in the hotel industry. Spanish Journal of Marketing - ESIC, 23(3), 373–396. https://doi.org/10.1108/SJME-06-2019-0029 DOI: https://doi.org/10.1108/SJME-06-2019-0029

Öberseder, M., Schlegelmilch, B. B., Murphy, P. E., & Gruber, V. (2014). Consumers’ Perceptions of Corporate Social Responsibility: Scale Development and Validation. Journal of Business Ethics, 124(1), 101–115. https://doi.org/10.1007/s10551-013-1787-y DOI: https://doi.org/10.1007/s10551-013-1787-y

Olajide, S. (2014). Corporate Social Responsibility ( CSR ) Practices and Stakeholders Expectations : The Nigerian Perspectives. 1(2). https://doi.org/10.5296/rbm.v1i2.5500 DOI: https://doi.org/10.5296/rbm.v1i2.5500

Rodrigues, P., Borges, A. P., & Vieira, E. P. (2020). Corporate social responsibility image and emotions for the competitiveness of tourism destinations. Journal of Place Management and Development, 1–14. https://doi.org/10.1108/JPMD-01-2020-0005 DOI: https://doi.org/10.1108/JPMD-01-2020-0005

Sánchez-Casado, N., Artal-Tur, A., & Tomaseti-Solano, E. (2019). Social media, customers’ experience, and hotel loyalty programs. Tourism Analysis, 24(1), 27–41. https://doi.org/10.3727/108354219X15458295631918 DOI: https://doi.org/10.3727/108354219X15458295631918

Sarstedt, M., Hair, J. F., Pick, M., Liengaard, B. D., Radomir, L., & Ringle, C. M. (2022). Progress in partial least squares structural equation modeling use in marketing research in the last decade. Psychology and Marketing, 39(5), 1035–1064. https://doi.org/10.1002/mar.21640 DOI: https://doi.org/10.1002/mar.21640

Sayre, R., Karagulle, D., Frye, C., Boucher, T., Wolff, N. H., Breyer, S., … Possingham, H. (2020). An assessment of the representation of ecosystems in global protected areas using new maps of World Climate Regions and World Ecosystems. Global Ecology and Conservation, 21, e00860. https://doi.org/10.1016/j.gecco.2019.e00860 DOI: https://doi.org/10.1016/j.gecco.2019.e00860

Schuhmann, P. W., Skeete, R., Waite, R., Lorde, T., Bangwayo-skeete, P., Oxenford, H. A., … Spencer, F. (2019). Visitors ’ willingness to pay marine conservation fees in Barbados. Tourism Management, 71(May 2018), 315–326. https://doi.org/10.1016/j.tourman.2018.10.011 DOI: https://doi.org/10.1016/j.tourman.2018.10.011

van Asperen, M., de Rooij, P., & Dijkmans, C. (2018). Engagement-Based Loyalty: The Effects of Social Media Engagement on Customer Loyalty in the Travel Industry. International Journal of Hospitality and Tourism Administration, 19(1), 78–94. https://doi.org/10.1080/15256480.2017.1305313 DOI: https://doi.org/10.1080/15256480.2017.1305313

Yasin, R., Huseynova, A., & Atif, M. (2023). Green human resource management, a gateway to employer branding: Mediating role of corporate environmental sustainability and corporate social sustainability. Corporate Social Responsibility and Environmental Management, 30(1), 369–383. https://doi.org/10.1002/csr.2360 DOI: https://doi.org/10.1002/csr.2360

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Published

2023-08-31

How to Cite

Ramli, M. F., Badarulzaman, N., & Abdul Latif, S. A. (2023). STUDY ON THE NEXUS OF CSR AND SOCIAL MEDIA ENGAGEMENT ON TOURIST DESTINATION LOYALTY IN SUSTAINABLE DEVELOPMENT NATURE-BASED TOURISM. PLANNING MALAYSIA, 21(28). https://doi.org/10.21837/pm.v21i28.1342

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Vol. 21 (2023): PLANNING MALAYSIA JOURNAL : Volume 21, Issue 4, 2023

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