Travel CSR Visitors Purchase Intention Impact Studies

Although the concept of corporate social responsibility has received widespread attention of the international community in1990s,more and more scholars both at home and abroad is committed to corporate social responsibility research, but these research often focused on physical products, research committed to service companies such as travel agency is rare. Recently, tourism market has received vigorous development, especially travel agency enterprise, but along with lots of social problems. It’directly expressed the lack of corporate social responsibility consciousness of travel agency. It’s of great significance to choose travel agency corporate social responsibility as the subject of this artical.As consumers is the most special stakeholders, the purchase behavior is directly related to the financial performance and the future development of the enterprise, and consumer’s buying behavior largely depends on consumer purchase intention, this causes more and more scholars to study the relationship between corporate social responsibility and consumer purchase intention. Most of these studies found that corporate social responsibility will positively influence consumer purchase intention, directly or indirectly. This paper hope that through the research on influences of corporate social responsibility on Consumers’Purchase Intention,travel agency enterprises will realize the importance of performance of social responsibilities and improve the consciousness of undertaking social responsibility,so as to promote social harmony and create an healthy and stable environment to the travel agency.This paper is based on the existing research domestic and overseas. First,it reviewed all the related domestic and international studies about corporate social responsibility and consumer purchase intent,combing the existing literature on influences of corporate social responsibilities on consumers’Purchase intention.Then,the hypothesis of this research and research methods were introduced.This paper take Kunming Comfort International Travel Service for example,conducted a questionnaire survey to its visitors,so as to investigate the influence of travel agency’s social responsibilities on consumers’Purchase intention in-depth.At the same time,the intermediary role of corporate reputation and tourists demographic characteristics in it will be discussed.Through the oretical and empirical study, the research conclusion of this article is as follows:The corporate social responsibility of travel agency can be measured from three aspects,that is,the responsibility for visitors, the responsibility for environmental protection and the responsibility for tourism destinations,in witch the tourists responsibility,environmental responsibility and the responsibility to tourism destinations all make an direct and positive effect on purchase intention of tourists;Both enterprise cognition reputation and emotion reputation have played a positive intermediary role in influences of corporate social responsibilities on consumers’Purchase intention;income level and education degree in tourists demographic characteristics can contribute to a positive adjustment impact on consumers’purchase intention.