The Effects of CSR on Tourist Loyalty Toward Rural Hospitality Enterprises and the Moderating Effects of Religiosity: CSR and Tourist Loyalty

ABSTRACT Corporate social responsibility (CSR) plays an important role in hospitality industry due to its effects on tourist loyalty. This article seeksto develop and empirically test a comprehensive framework to examine the indirect influence of CSR dimensions on tourist loyalty through the mediation of satisfaction and trust as well as the moderating effects of religiosity. Using SEM to analyse the data collected from a sample of 2600 tourists, the results indicate that CSR has indirect influence on tourist loyalty through tourist satisfaction and trust. This study confirms that satisfaction and trust partially or fully mediate the effect of the four CSR dimensions on tourist loyalty. This outcome indicates that CSR create tourist trust and satisfaction, which in turn, buildstourist loyalty. Furthermore, religiosity plays an important role in understanding tourist loyalty and behaviour toward rural hospitality enterprises. The findings offer important implications for tourism and hospitality companies and are likely to stimulate further research in the area of rural hospitality.