Tác động của trách nhiệm xã hội đến sự hài lòng và lòng trung thành của du khách tại các cơ sở lưu trú du lịch 4-5 sao ở Mũi Né

Abstract

In the context of sustainable tourism development, Corporate Social Responsibility (CSR) is recognized as a strategic factor influencing tourist behavior. This study investigates the impact of three CSR dimensions (environmental, social, and governance) on tourist satisfaction and loyalty at four and five-star hotels in Mui Ne Ward, Lam Dong Province. Grounded in Social Exchange Theory, Expectation - Confirmation Theory, and Social Identity Theory, the research model was tested using PLS-SEM based on survey data from 236 tourists. The findings reveal that all three CSR dimensions have a positive influence on satisfaction and loyalty, with environmental CSR exerting the strongest effect. Moreover, satisfaction plays a significant mediating role between CSR and loyalty, suggesting that CSR implementation not only enhances corporate image but also fosters sustainable relationships with tourists.