The impact of tourism firm’s philanthropy decision on its business objective

• Keling Wang ^[1] ; Chien-Pang Lin ^[2] ; Ming-Hsiang Chen ^[3] ; Evelina Gillard ^{[5] [4]}
  1. [1] Yunnan University

     Yunnan University

     China

     
  2. [2] Chang Jung Christian University

     Chang Jung Christian University

     Taiwán

     
  3. [3] Washington State University

     Washington State University

     Estados Unidos

     
  4. [4] César Ritz Colleges

     César Ritz Colleges

     Vitznau, Suiza

     
  5. [5] ABMS Open University of Switzerland, Switzerland

  Mostrar afiliaciones +
• Localización: Tourism economics: the business and finance of tourism and recreation, ISSN 1354-8166, Vol. 24, Nº. 5, 2018, págs. 503-509
• Idioma: inglés
• Texto completo no disponible (Saber más ...)
• Resumen

  • This study explains the impact of tourism firm’s corporate philanthropy (CP) decision on its business objective in a competition environment from a strategic management perspective. Key results are summarized as follows. First, tourism firms can use CP as an effective strategy to compete for higher sales revenue and achieve their organizational objective of higher profit if CP generates market competitiveness. Second, if only one of the two competing tourism firms gives to charity and CP generates market competitiveness, the tourism firm’s giving will deteriorate its competitor’s performance. Third, if CP induces no competitive advantage, neither competing tourism firm has an incentive to engage in CP.