Research On The Relationship Between Listed Tourism Corporate Social Responsibility And Financial Performance

With the rapid development of Chinese tourism enterprises, more and more social responsibility issues are exposed, such as low service quality, hard sell, environmental destruction, travel safety and so on, which affect the financial performance and long-term development of the enterprises. Based on stakeholder theory, the article takes listed tourism companies as the object of research, evaluates tourism corporate social responsibility from shareholders, creditors, employees, government, public welfare, tourists, and uses date from 2008 to 2013 of 22 listed tourism companies to study the social responsibility situation of the tourism enterprises and the relationship between tourist corporate social responsibility and financial performance. The results show that, if tourism enterprises fulfill their social responsibility to shareholders, creditors and public welfare, it will have significant positive impacts on financial performance; if tourism enterprises fulfill their social responsibility to employees, it will have indistinctive positive impacts on financial performance; if tourism enterprises fulfill their social responsibility to government, it will have indistinctive negative impacts on financial performance; if tourism enterprises fulfill their social responsibility to tourists, it will have significant negative impacts on financial performance.According to the above research results, combined with the status of Chinese tourism enterprises, this paper put forward relevant suggestions from the tourism business, government, tourist industry associations and public opinion and so on.Through the combination of theoretical and empirical research in this paper, we can provide the theory basis for tourism enterprises to positively bear social responsibility. At the same time, we also hope tourism enterprises can comprehensively know this problem by long-term perspective, get rid of the narrow limits of local interests, improve the awareness of corporate social responsibility, so as to promote the healthy development of the tourism industry.