An Investigation of Affect Transfer of Social Responsibility in Ski Events Among Tourists and Employees

ABSTRACT This research investigates the integration of social responsibility into Iranian ski tourism events and its positive affect transfer among employees and sport tourists. Study 1 comprised interviews with 30 employees of ski resorts and found that workers' understanding and expectation of social responsibility of the ski resorts extended beyond benefits to local communities. Study 2 comprised a survey with 710 sport tourists of ski events and found that when the event includes social responsibility that benefits local communities, it positively moderates the relationship between satisfaction and ongoing loyalty and emotional investment of sport tourists in these events. These results suggest the incorporation of social responsibility practices into ski events can transfer positive affects into desirable loyalty and emotional outcomes among sport tourists, yet employees seek more ambitious social responsibility efforts.