Does the inclusion of socially responsible initiatives during a vacation enhance hotel guests' well-being?

Purpose The study aims to determine which of the three socially responsible variables of autonomy, self-congruity with corporate social responsibility or perceived value to the community effect the most change in hotel guests' well-being. The research question addresses the issue of whether guests care about socially responsible consumption whilst on holiday. Design/methodology/approach A conceptual well-being model designed for the leisure context was adapted to fit the volitional characteristics of guest participation in a socially responsible initiative during a hotel stay. The study involved a scenario based on a guest's return to an actual hotel recently visited by 249 survey respondents. Findings In contrast to most of the literature, the construct of autonomy had no significant effect on guest well-being. However, both CSR self-congruity and perceived community value had a significant impact on guest perceptions of well-being, through the mediating influence of a positive attitude toward CSR participation. Practical implications The findings provide insights into the viability of guest involvement in CSR activities whilst on holiday and how hotel managers can empower staff to successfully engage with guests on CSR-related activities. Social implications The study has substantial implications for CSR marketing communication campaigns, especially collaborative efforts conducted by hotel managers, tourism organizations and non-governmental organizations. Originality/value The study is important because of increasing investment by hotels in CSR activities. We report a unique study into a non-transactional value chain involving CSR-oriented well-being drivers, positive attitude to CSR participation and hotel guest well-being.