Community social responsibility and the performance of small tourism enterprises: Moderating effects of entrepreneurs' demographics

This study investigated the two main dimensions of small tourism enterprises' (STEs') community social responsibility and their impact on firms' objective and subjective performance. It also explored the moderating effects of STE owners' demographics on the relationships between the two community social responsibility dimensions and firm performance. By the survey data from STEs in the historical towns in southwestern China, the empirical findings suggested that engaging in socially responsible behavior at the community level contributes to STEs' subjective performance; and the influence of community engagement on STEs' performance is moderated by the owners' demographic characteristics, such as age, gender, ethnicity, and birthplace.