Investigating the Influence of Corporate Social Responsibility in Rural Tourism on Employee Performance: An Examination from the Perspective of Employee Perception

Currently, research on the interplay between corporate social responsibility (CSR) and employee performance in tourism primarily examines the enterprise level, leaving a gap in understanding from the perspective of employees, particularly in the context of rural tourism firms. Addressing this gap, this study synthesizes existing literature on CSR and employee performance, tailoring it to the unique characteristics of rural tourism enterprises. Through a comprehensive literature review and analysis, a theoretical model is developed, emphasizing the role of organizational identification as a mediator in the relationship between CSR and employee performance within rural tourism enterprises. Focusing on employees of rural tourism firms in Guangdong Province, data is collected through questionnaire surveys and analyzed using SPSS. The study's findings offer insights for management practices, informed by the identified relationships between CSR, organizational identification, and employee performance.