عنوان مقاله [English]
Today, the tourism industry, as one of the most important and profitable industries in the world, accounts for a huge part of the foreign exchange earnings of the countries, and in addition to creating jobs, it earns foreign currency, provides peace, fair distribution of wealth, and exchange of cultures. But despite the many benefits that can be attributed to tourism, if proper planning is not done in this field, the development of tourism will cause negative environmental, cultural, social and economic effects. For example, the negative effects in the economic sphere are the increase in property taxes, the cost of goods and services, and the price of land. The negative social effects are increased traffic congestion, crime and other social problems. Negative cultural effects are destructive effects on traditional cultures, and finally, negative environmental effects are increased air pollution, reduced natural resources, and pressure on wildlife. These negative effects and problems usually arise when development (tourism) is carried out in a hurry and the life cycle of the product or the environment is not considered. Due to the emergence of such issues in the environment sector, governments have given increasing importance to environmental issues and have become stricter in environmental regulations, which has caused more and more companies to include environmental protection as part of their corporate social responsibility, which directly causes the formation of a new concept. It is called "Green Corporate Social Responsibility".
Based on this and since there was no research on the effect of the green corporate social responsibility on the sustainable development of tourism, it is expected that the results of the present research will increase the attention of tourism companies to the concept of green social responsibility and lead to the sustainable development of tourism. along with maintaining the health of the environment and local culture of tourist destinations.
Based on this, the main question of the current research is whether the green corporate social responsibility has a significant effect on the sustainable development of tourism?
The purpose of this study was to explain the effect of green corporate social responsibility on the sustainable development of tourism in Ardabil province. Ardabil province with the capital of Ardabil city is one of the northwestern provinces of Iran. This province is bordered by Republic of Azerbaijan from the north, East Azerbaijan province from the west, Gilan province from the east, and Zanjan province from the south. One of the characteristics of this province is the pleasant and cool weather of this region in spring and summer. Other cities of this province include Ardabil, Beilehsavar, Parsabad, Sareyn, Nir, Khalkhal, Meshgin shahr and Namin. The type of research was applied in terms of purpose and descriptive-correlational in terms of the nature of method. The statistical population of the study was the employees of service organizations related to tourism in Ardabil province. Simple random sampling method was used for sampling and Krejcie & Morgan table was used to select the sample size. Considering the existence of about 315 hotels, guesthouses and apartment hotels in the province, which have a total of about 3500 employees, the sample size was 346 people. Collection of required data using two standard questionnaires, effective factors in the development of tourism in the region and corporate environmental responsibility questionnaire was performed and all questions are graded on a five-point Likert scale (from 1 = completely disagree to 5 = completely agree). Validity was assessed using confirmatory factor analysis and reliability was assessed by Cronbach’s alpha. Data analysis was performed using structural equation modeling approach using SPSS 26 and SmartPLS 3 software.
The research results indicate that the green corporate social responsibility variable explains the tourism variance. Since the path coefficient of the effect of the green corporate social responsibility variable on tourism has been calculated equal to 0.181 and considering that the t-value is equal to 3.012 and it is significant at the 0.05 level, with 95% confidence It can be said that the green corporate social responsibility has a positive and significant effect on the sustainable development of tourism, and if the green social responsibility is strengthened in companies and organizations related to tourism, tourism will also develop. Therefore, considering that t-value is greater than 1.96 at the 95% confidence level, the green corporate social responsibility has a positive and significant effect on the sustainable development of tourism.
According to the presented results, it can be said that the green corporate social responsibility has a positive and significant effect on the sustainable development of tourism. Therefore, if companies, organizations and businesses related to tourism, such as hotels, travel agencies and tourism transport companies, etc., fulfill their green social responsibility, in such a way that they use sustainable and renewable energy sources in their activities, materials use recyclables in their products and packaging and be committed to protecting the environment, while they can help improve their company's image and attract more customers (tourists) to them (especially customers who are in favor of protecting the environment), finally, in this way, they can contribute to the sustainable development of tourism in a region and prevent the negative effects of tourism, such as air and environmental pollution, destructive effects on local culture, etc. Based on this, practical suggestions are presented as follows:
- In the first place, the culture of implementing green social responsibility should be institutionalized in companies and organizations related to tourism.
- Tourist transportation companies should modernize their vehicles or use clean fuels in their vehicles.
- Travel agencies and tours use renewable and recyclable materials in their products and packaging.
- Increase the use of clean energy such as solar and wind energy in the tourism industry (however, this requires huge government investment).
Finally, it should be mentioned that one of the limitations of this research was the lack of a similar research on the impact of the green corporate social responsibility on the sustainable development of tourism, as a result of which it was not possible to compare the results of the current research with previous researches.