The Research On Relationship Between Corporate Social Responsibility And Strategic Performance Of Listed Tourism Company

Presently, the prosperous tourism industry is another new growth point of therapid development economy in China. And the listed tourism companies are thebackbone of the tourism development in our country. So improving their strategicperformance can play an important role in enhancing core competitive ability andpromoting sustainable development of tourism industry. In recent year, the corporatesocial responsibility (CSR) of the listed tourism companies has been paid much moreattention. The stakeholders require companies to spend more resources for socialresponsibility, but it will consume enterprise's resources which needed by strategy andthen influence strategic performance. Whether enterprise can seek a balance betweenthe two? Therefore, it is of theoretical and practical significance to study therelationship between listed tourism companies social responsibility and strategyperformance and promote sustainable development of the tourism industry and tourismenterprises.First of all, we review the theories foundation such as Social Contract,stakeholders etc. and clarify concept definition of CSR and connotation of the strategicperformance. Then we summarize the theory evolution and research progress of them,and analyze the influential factors of social responsibility and evaluation method ofstrategic performance. All of these have built a good foundation for the followingmechanism analysis.Secondly, after introducing the current development situation and respectivefeatures of the tourism industry and tourism listed companies?we explain the reasonsthat the tourism corporate fulfill social responsibility. Then we analyze interactionmechanism between CSR and strategic performance by Archetype according to theactual situation.What's more, we also do an empirical study on correlation of the CSR andstrategic performance. On the one hand, we have constructed evaluation index systemof CSR which is based on financial index and related to the government, employees,shareholders and creditors, customers and environmental responsibility.On the other hand, we put forward the research hypotheses according to thefoundation and the mechanism analysis, choose24Chinese listed tourism companiesas research samples with their five years data from2006to2010, and do empiricalanalysis such as variables descriptive, relevance and multivariate regression etc. with Eviews and SPSS software. The results of the study show that most aspects of CSRhave significant effects on strategic performance. But the impact of socialresponsibility enterprise to the customers and the environment on strategicperformance do not get empirical test for its practical reasons.Finally, with the analysis of the research results, we obtained the enlightenment,illustrate the innovation and inadequate about our research, then look forward to thefuture.