Research On The Relationship Between CSR Of China's Tourism Listed Companies And Performance

Recently, corporate social responsibility is increasingly concerned. Some multinational corporations have developed the social responsibility codes of conduct, and publish social responsibility reports or sustainability reports. Corporate social responsibility movement has become a global trend. The research about corporate social responsibility is gradually increasing. In contrast, foreign study in the theoretical and empirical aspects is more mature. Domestic development is relatively slow. The study has focused on qualitative analysis, while the quantitative research has just begun.Tourism is an important industry of the national economy. It is also the leader of modern service industry. Tourism industry plays a very important role in expanding domestic demand and promoting economic growth. With both economic function and social function, it sets labor-intensive and capital, knowledge-intensive in one. Tourism also has lower resource consumption, bigger lead coefficient, more employment opportunities and better comprehensive benefits. Given the current economic crisis, how to balance tourism corporate social responsibility and economic performance, enhance their corporate image and competitiveness, thereby stimulating tourism consumption and development of other sectors is of great significance to accelerate the economic recovery. As the leader of industry, tourism listed companies need to balance the social responsibility and economic performance because of its significant impact on the transformation process.This paper chooses tourism listed companies as research object, and analyzes the social responsibility to shareholders, creditors, employees, government, consumers, environmental and community based on the CSR theory, stakeholders theory, sustainable development theory. It also analyzes the relationship between CSR and performance. Then, we select the data during the period from 2001 to 2008 as the sample to quantify the statistics of CSR and take empirical test of the relationship between CSR and performance using statistical software SPSS 17.0. The empirical results prove that CSR can be a positive impact on performance for tourism listed companies. The article concludes with the relevant recommendations of promoting tourism listed companies to fulfill their social responsibility. Tourism listed companies should establish a good sense about CSR and strengthen CSR management. And set a legal system on CSR to the legal system; build CSR standards system; give full play to the supervisory role of the community. Through a combination of theoretical and empirical study, we hope the tourism listed companies have a comprehensive understanding about the relationship between CSR and performance, which can promote the CSR practice in entire tourism industry.