The Impact of Tour Operators' Corporate Social Responsibility on Tourism Destination Image: A Case Study of Ninh Binh Province

Abstract

This study investigates the effects of corporate social responsibility (CSR) practices by travel agencies on destination image in Ninh Binh province. Data were collected in 2025 from 347 tourists who used travel services in Ninh Binh through a structured questionnaire. CSR was operationalized into four dimensions: responsibilities toward the environment, the community, customers, and employees. Quantitative analyses were conducted using SPSS. The results indicate that all CSR dimensions have positive and statistically significant impacts on destination image, with environmental and community CSR exerting the strongest effects. Based on these findings, the study offers managerial implications for travel firms and local authorities to strengthen CSR implementation, thereby enhancing Ninh Binh’s sustainable tourism image.