HOTEL EMPLOYEES' PERCEPTION OF CSR ON ORGANIZATIONAL COMMITMENT

Abstract

Corporate Social Responsibility (CSR) has emerged as a critical strategic consideration for businesses, contributing to their reputation, public image, and overall success- In the highly competitive hotel industry, CSR initiatives play a crucial role in attracting consumers, meeting investor expectations, increasing employee satisfaction, and achieving competitiveness. Despite the growing recognition of CSR's importance, there exists a notable gap in empirical research specific to the hotel sector, particularly concerning how employees perceive CSR initiatives and the subsequent influence on their organizational commitment (OC).Additionally, the potential mediating role of intrinsic motivation in this relationship remains underexplored' This study aims to bridge this gap by examining the impact of hotel employees' perceptions of customer-related and employee-related CSR on their organizational commitment, with intrinsic motivation as a potential mediating variable. Drawing from theoretical frameworks such as Social Identity Theory and Stakeholder Theory, the research investigates the complex interplay between these constructs within the context of the hotel industry in Batticaloa District, Sri Lanka' Through a quantitative approach, data were collected from employees of selected hotels using a structured questionnaire. The study employed various statistical analyses, including descriptive statistics, correlation analysis, and regression analysis, to examine the relationships among the variables and test the proposed hypotheses. The findings of this research contribute to a deeper understanding of the influence of CSR perceptions on organizational commitment, highlighting the potential mediating role of intrinsic motivation. By shedding light on these relationships, the study offers valuable insights for hotel managers and polic5mrakers, enabling them to develop effective strategies for enhancing employee commitment, fostering a positive work environment, and promoting sustainable practices within the industry.