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Proceedings of the 2021 International Conference on Research in Management & Technovation

Annals of Computer Science and Information Systems, Volume 28

Creating Innovation in Hospitality Industry: The Role of Brand Supporting Behavior

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DOI: http://dx.doi.org/10.15439/2021KM37

Citation: Proceedings of the 2021 International Conference on Research in Management & Technovation, Vu Dinh Khoa, Shivani Agarwal, Gloria Jeanette Rincon Aponte, Nguyen Thi Hong Nga, Vijender Kumar Solanki, Ewa Ziemba (eds). ACSIS, Vol. 28, pages 207–212 ()

Full text

Abstract. Sustainable development cannot be separated from business ethics and innovation. This study proposes to test the antecedent variable for brand supporting behavior, and explore the mediating mechanism of this factor for the influence of corporate social responsibility (CSR) on employee work innovation. With 173 questionnaires collected, the hierarchical regression model is used to test the hypotheses. Discoveries have shown that CSR practices are fundamental to brand support behavior, and the important mediating role of brand supporting behavior in the influence of CSR on employee work innovation. Research results have shown the need to implement CSR in the hospitality industry, including issues of environmental protection and community support; on ensuring the interests of customers, as well as employees in the organization. Therefore, it is essential to create a community-oriented organizational climate that promotes employees' efforts in delivering on the brand promise. This is the basis for spreading the image and attractiveness of the organization's brand, and stimulating employee work innovation. Therefore, the research results are a reliable basis in making the right decisions of hotel managers, in order to create advantages as well as improve competitiveness, contributing to the recovery of the economy after the Covid-19 pandemic. The research results are also the theoretical basis for developing research models on innovation in the hospitality industry.

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