Exploring the Role of Self-Efficacy in the Relationship between CSR Perception and TSI among Frontline New-Generation Employees in Tourism Enterprises

This study explores the relationship between corporate social responsibility (CSR) perception, self-efficacy, and tourism service improvisation (TSI) among frontline new-generation employees in tourism enterprises. Drawing on a sample of 500 employees from various tourism enterprises, the research employs a quantitative methodology to test four hypotheses. The findings indicate that CSR perception has a significant positive impact on TSI and self-efficacy. Furthermore, self-efficacy is found to mediate the relationship between CSR perception and TSI. These results suggest that fostering a socially responsible corporate culture can enhance employees’ confidence in their improvisational abilities, leading to improved service quality and customer satisfaction. The study contributes to the literature on organizational improvisation by providing insights into the role of CSR and self-efficacy in promoting service innovation in the tourism industry. By understanding these relationships, tourism enterprises can devise strategies to empower their employees and stay competitive in an ever-changing market landscape.