Study On The Influence Mechanism Of Corporate Social Responsibility Of Small And Micro Enterprises In The World Heritage Site

The development of tourism brings the opportunity to many rural areas. With the development of new scenic spots, more and more farmers participate in the development of tourism by starting small and micro businesses. Corporate social responsibility has been discussed for a long time. From the research of large and medium enterprises to small and micro enterprises, the scholars pay more attention to the latter ones.In this paper, we collect data from two villages of Mount Danxia, the world natural heritage site, through literature review, observation method, semi-structured interview and questionnaire survey. And using the grounded theory method, we analyze the cognition, practice and influence factors of corporate social responsibility of small and micro enterprises. The study found that:(1) Small and micro enterprises undertake the social responsibility in the unconscious state, maintain self-discipline and self-interested attitude;(2) Small and micro enterprises take the economic responsibility as the foundation, positively assume the philanthropic responsibility, passively bear legal responsibility and rarely performe moral responsibility;(3) Tourist and environment are the primary stakeholders; community, employee, heritage and government are the secondary stakeholders; the CSR performance of the former is more obvious, which the owner-managers will take precedence to undertake;(4) Cognitive factors, operation factors and management factors influence the owner-managers to undertake social responsibility; the CSR influence mechanism and four-stage realization mechanism shows that: from the government guidance, to immigrants' demonstration, and then to the local elite improvement, finally improve the sense of social responsibility of ordinary villagers.