Abstract
Introduction. Corporate social responsibility (CSR) has become increasingly significant in tourism and hospitality studies due to its influence on business innovation, community development, and the environmental concerns of tourism destinations. While previous research has focused on customers' perceptions of sustainable practices, very few studies have demonstrated how customer engagement in CSR activities impacts customers’ responses. Therefore, this study aims to assess the influence of customer engagement in CSR activities on behavioral intentions based on customers' experiences in hotels in Poland's holiday destinations.
Material and methods. This study surveyed 560 respondents from Poland, and SmartPLS 3.9 was employed for statistical analysis.
Results. The findings indicate that customer engagement in CSR activities positively influences revisit and recommendation intention, and revisit intention has a positive influence on recommendation intention. Additionally, revisit intention mediates the effect of customer engagement in CSR activities on recommendation intention.
Conclusions. The study demonstrates that customer engagement in CSR activities enhances revisit and recommendation intentions, with the revisit intention serving as a mediator in this relationship, providing both theoretical and practical insights and innovative solutions.