A Research On The Relationship Between The Corporate Social Responsibility And The Performance Of The Tourism

In recent years, a series of questions come up because of the economicglobalization, and the social responsibility has become the focus of the internationaland domestic. In China, tourism plays an important role in the national economy, itcontributes to the promotion of the employment and the development of economic.But at present, tourism at home exposes many problems, such as buying or selling byforce, destroying the environment, these destroy the image of the enterprise seriously.Thus this paper makes the tourism the research object, and does research on therelationship of the social responsibility and the performance of the tourism, striving todraw on useful conclusion to how to perform the social responsibility of the tourismin China.This paper started from the point of view of the stakeholders, inspected theeconomic, legal, ethics and morality responsibility of the tourism from thedimensionality of environment, employees, government, consumers, community andcreditors. The corporate performance included economic performance and the socialperformance. This paper takes the110tourism enterprises of the Nanjing city as thesample survey. This paper used the SPSS17.0software to analyze the data of thequestionnaire, it carried out the descriptive statistics analysis, factors analysis,analysis of variance, correlation analysis and regression analysis, analysis theinfluence of the enterprise type on the basis of classifying the variables. At last, thispaper tested the correlation between the tourism enterprise overall, hotels, travelagencies, sight spots and the corresponding corporate performance. The resultsconfirm that the three kinds of the tourism enterprises have significant differences ongeneral in the social responsibility, the tourism enterprise society responsibility haspositive influence to the performance, the society responsibility of the hotel haspositive influence to the performance, the society responsibility of the sight spot haspositive influence to the performance. Environment, community and creditors,consumer all have significant influence to economic performance, the correlationcoefficient are0.353,0.273and0.207. The five dimensions of government,environment, community and creditor, consumer, employees all have significantinfluence, the correlation coefficient are0.344,0.267,0.296,0.252,0.207.