Digital social responsibility adoption in the hotel sector: determinants and outcomes

Purpose This study explores the determinants of digital social responsibility (DSR) adoption in the hotel sector. It also explores the impact of DSR adoption on collaborative innovation and value co-creation. Finally, it investigates the moderating role of leadership commitment in the impacts of stakeholder pressure and ethical standards on DSR adoption. Design/methodology/approach Data were collected from 273 hotel managers, directors and heads of departments. Partial least squares structural equation modeling in SmartPLS was used to analyze the data and test the hypothesized relationships. Findings Stakeholder pressure, ethical standards and competitive dynamics significantly influence DSR adoption in the hotel sector. DSR adoption significantly affects collaborative innovation and value co-creation. Leadership commitment moderates the impacts of stakeholder pressure and ethical standards on DSR adoption. Originality/value The findings shed light on the role of hotel leadership in absorbing external pressures and translating ethical responsibility into DSR adoption to drive social responsibility. The study contributes to the literature and theory on digital solutions in CSR, consistent with the survival and competitiveness of companies in today’s business through collaboration, innovation and value co-creation. Moreover, the findings provide actionable guidance to practitioners interested in DSR adoption. This study can support managerial decision-making about DSR initiatives in the hotel industry.