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previous studies that have used intention to repur-
chase (Almohammad, 2010; Yen & Lu, 2008) and
intention to spread word of mouth (Nadiri et al.,
2008) as elements of guest retention.
to manage and communicate their CSR activities
so that CSR efforts become part of their business
identity. Jones et al., (2006) suggested CSR activi-
ties such as fundraising for charity programs or
sponsoring community public facilities could cre-
ate a sense of belonging towards the community.
Bohdanowicz and Zientara (2008) supported that
CSR activities towards stakeholders such as work-
ers, consumers, and society at large would help
organization to compete and sustain its business.
Within this context, Moir (2001) agreed that one
of the reasons for organization to engage in CSR
activities is because that is what the society expects
and the organization believes that it should take
such actions.
2.2 Corporate social responsibility toward the
environment
According to Thomas and Nowak (2006), CSR
involves the corporate sustainability, corpo-
rate citizenship, corporate social investment and
corporate governance. Mohr, Webb and Harris
(2001) defined CSR as company's commitment
to minimizing or eliminating any harmful effects
and maximizing its long-run beneficial impact on
society. Argandona (2010) study on tourism indus-
try proposed sustainability developments as CSR
activities. Whooley (2004) classified CSR into four
categories: environment, community, workplace
and marketplace. For the purpose of this study,
CSR dimensions pertaining to the environment
and community were chosen since the subjects of
the current study were the hotel guests.
The trend in the hospitality and tourism indus-
try was focused on environmental concerns, use of
technology and efficient use of energy (Kalisch,
2002). Kassim (2006) argued that hotels of what-
ever size impacts the environment and society
in several ways including energy consumption,
water consumption, waste production, waste
water management, chemical use and atmospheric
contamination and local community initiatives.
Energy consumption is the largest environmental
impact of every hotel organization and certain
hotel actively explore and implement initiatives
that could reduce the energy consumption (Kas-
sim, 2006). Hotel's CSR activities pertaining to
the environment such as using low energy light-
ing, regular boiler efficiency audits and installing
maximum water temperatures are being practiced
(Kalisch, 2002). Nowadays, many guests are
becoming increasingly conscious of hotel's CSR
activities when making purchasing decision. Study
by Ali et al. (2010) found that CSR activities are
possible to create a good sense of consumer sat-
isfaction and loyalty. Further, Cooil, Keiningham,
Aksoy and Hsu (2007) stated that consumer satis-
faction on CSR activities able to retain consumers
and sustain the business.
2.4 Hotel brand image
Brand image is defined as perceptions about a
brand as reflected by the brand associations held
in consumer memory (Keller, 2008). Brand image
is a feeling that can be translated though brand
recognition, brand recall and brand identity. Posi-
tive image associated with a brand is found to be
a significant purchase influencer. The significant
of brand image is based on the proposition that
consumers buy not only a product (commodity),
but also the image associated to the product, such
as power, wealth, sophistication, and most impor-
tantly identification and association with other
users of the brand. CSR activities toward the envi-
ronment and community activities undertaken by
a company affect the way consumers perceive the
company and subsequently create a brand image in
the view of consumers. Blumenthal and Bergstrom
(2003) highlighted four reasons to adopt CSR:
to communicate the brand promise, to maintain
customer loyalty, to maximize the effect of invest-
ments and to avoid conflicts with stakeholders. Lee
and Park (2009) supported the notion that CSR
activities will improve company image, increase
employee morale and retention, build good rela-
tionships with governments and meet the expecta-
tions of social groups. In addition, Kayaman and
Arasli (2007) found that brand equity components,
brand quality, brand image and brand awareness
significantly influence hotel's brand loyalty.
Based on the literature review pertaining to the
study variables, the framework of this study is pro-
posed as followed:
2.3 Corporate social responsibility toward the
community
Afiya (2005) suggested that CSR activities with
regards to community improvement on quality of
life and community events would create positive
image in customers' view. To achieve this, Atakan
and Eker (2007) proposed that companies need
Figure 1.
Research framework.
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