The Impact of Digitalization on Tourism Performance and Economic Effects: Mediating Roles of CSR Social Practices and Tourism Promotion

Abstract

The objective of this study is to examine the influence of digitalization and corporate social responsibility (CSR) social practices on tourism economic effect in China. To achieve this objective, this study examined the relationship between digitalization, CSR social practices, tourism promotion, tourism performance and tourism economic effect. A survey was carried out in tourism industry of China. Data were collected from the managerial employees of tourism companies. 224 valid responses were received from the respondents and Structural Equation Modeling (SEM) was used to analyze the data by using PLS as a statistical tool. Results of the study identified the important role of digitalization to promote tourism performance. Along with digitalization, CSR social practices have central importance to enhance tourism promotion. Results of this study are helpful for management of tourism industry and other policy makers to enhance the tourism economic effect through digitalization and CSR activities.