Investigating the Impact of Corporate Social Responsibility and Green Marketing on the Development of the Tourism Industry (Case Study: Ardabil Province)

جغرافیاوتوسعه ناحیه ای

Article 9, Volume 20, Issue 3 - Serial Number 40, September 2023, Pages 279-257   

Document Type: Research

DOI: 10.22067/jgrd.2022.79401.1207

Authors

Moslem Soleymanpor^* ; Reza Norouzi Ajirloo

Assistant Professor, Department of Business Management, Payam-e-Noor University, Tehran, Iran

Abstract

The theoretical review and background of previous studies show that there is a research gap of correlation between social responsibility factors, green marketing strategy, company reputation, and business performance. The practical field is the tourism service industry, which is increasing the importance of tourism and its development day-to-day. This research was conducted to examine the impact of corporate social responsibility and green marketing on the direction of the development of the tourism industry. The statistical population of this descriptive-survey research is managers and experts and service businesses related to tourism in Ardabil province. Due to the existence of 315 hotels and guesthouses a sample of 173 items and 346 questionnaires were selected using Cochran's formula in a purposeful and theoretical manner. Data collection was done using a researcher-made questionnaire and data analysis was done using structural equation modeling method (PLS software). It can be seen that the social responsibility variable plays an important role in explaining 72% of the changes in the green marketing strategy, the corporate social responsibility, and green marketing strategy variables together explain 37% of the changes in the company's reputation variable. Corporate social responsibility, green marketing strategy, and company reputation are able to explain 59% of the changes in the company's business result variables. The results confirm the research hypotheses, including the impact of green marketing strategy on business results. It is appropriate that the managers of the tourism industry consider social responsibility a moral principle and by applying the green marketing strategy, they can solve the concerns of tourists who support the environment and improve their business performance by creating a strong reputation.
 
 

Keywords

Green Marketing Strategy; Corporate Reputation; Corporate Social Responsibility; Business Results

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