Beyond the Stay: The Power of <scp>CSR</scp> in Building Hotel Loyalty and Return Visits

ABSTRACT Recently, there has been a marked increase in interest in corporate social responsibility (CSR) among researchers, many of whom are examining its impact. A key focus of this inquiry is how a company's commitment to CSR influences consumer perceptions and behaviors. This research explores the influence of various CSR elements on brand loyalty (BL) and revisit intention (RI). For this research, data from 394 online surveys conducted with hotel customers in Antalya were utilized. The conceptual framework was evaluated using structural equation modeling. The results demonstrate that all aspects of CSR considerably and positively affect BL. Additionally, the outcomes reveal that BL has a direct and significant influence on RI. From a managerial viewpoint, the findings of this research may provide crucial insights for hotels engaged in CSR initiatives or considering such involvement. The findings indicate to hotel owners and managers that participating in CSR activities can enhance both BL and RI. Furthermore, the study highlights which CSR dimensions most significantly impact BL and RI. While CSR study has been carried out in various sectors, there remains a gap in studies pertaining to the hotel industry, and the aim of this research is to address part of this void. It also reveals an emerging trend among Turkish consumers who are increasingly expecting hotels to consider social and environmental issues.