CORPORATE SOCIAL RESPONSIBILITY IN HOSPITALITY: A BIBLIOMETRIC OVERVIEW AND ANALYSIS

Abstract

This study aims to systematically review the literature on Corporate Social Responsibility (CSR) in the hospitality sector over the period 2013–2023. To achieve this objective, the research employs a Systematic Literature Review (SLR) method combined with bibliometric analysis to synthesize and evaluate studies related to CSR in the hospitality industry. The data for this study were collected from two major academic databases, Scopus and Web of Science (WOS), resulting in a total of 64 selected articles for detailed analysis. The findings indicate a significant increase in CSR-related research in the hospitality sector over the past five years. Geographically, the most active research areas include Spain, China, the United States, the United Kingdom, and several Asian countries. Additionally, quantitative research methods dominate the field. Bibliometric analysis identifies seven research clusters grouped into four major themes: (1) CSR related to employees; (2) CSR related to customers; (3) CSR communication; and (4) CSR and sustainability. Among these themes, CSR related to employees has garnered the most attention from researchers, reflecting its importance in the hospitality sector. Finally, most of the research focuses on the high-end hotel segment and ignores the small-scale hotel segment. This can be explained by the fact that upscale hotels prioritize corporate image, reputation diffusion, and business performance when implementing CSR strategies. However, small-scale hotels account for a significant proportion of the industry and play an essential role in economic, social, and environmental sustainability. Given their impact on various stakeholders, future research should pay more attention to small-scale hotels to assess their willingness to engage in CSR, the effectiveness of CSR initiatives on business performance, and the broader implications of CSR in this segment. This study not only synthesizes CSRrelated research in the hotel industry over the past decade but also highlights research gaps and future directions. The findings provide valuable insights for researchers in identifying key areas for further exploration. Notably, this study is the first to apply a systematic literature review (SLR) combined with bibliometric analysis to identify key literature sources and research themes in the domain of CSR in hospitality. By doing so, it offers significant contributions to both academia and industry practitioners, providing a comprehensive overview of the current state of CSR research in hospitality and its potential future developments.