Journal of Sustainable Tourism· 2026Q1
Signaling resilience to tourists and investors through corporate philanthropic disaster giving
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- Q1SCImago
- 2026year
Short summary
Corporate charitable disaster giving signals organizational resilience, enhancing tourists' and investors' intentions by reducing animosity and boosting perceived resilience.
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Key points
- Corporate charitable disaster giving enhances tourists' and investors' behavioral intentions.
- The positive effect is serially mediated by reduced animosity and increased perceived organizational resilience.
- Firm performance status and response strategy moderate these signaling effects.
- The study advances signaling theory by considering multiple receiver types and aggregated signals.
AI-generated from the title and abstract; the full text is not read.
Abstract
The tourism industry is highly susceptible to public crises. Drawing on signaling theory, this study proposes that corporate charitable disaster giving can function as a sustainability signal, aiding tourism firms in recovering from the negative impacts of such crises. Across eight scenario-based experiments, our findings indicate that disaster giving significantly enhances tourists’ and investors’ behavioral intentions through the serial mediation of affinity (animosity) and perceived organizational resilience. These effects are further moderated by firm performance status and response strategy. The findings of this study advance signaling theory by considering multiple signal receivers with potentially conflicting interests and the role of aggregated signals, enrich the literature on disaster giving in tourism, and provide practical implications for sustainable development in the tourism sector.
The authors' abstract, as published at the source. Journal of Sustainable Tourism, 2026 · DOI ↗
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Field: Communication
CommunicationSocial Sciences