The Role of Corporate Social Responsibility in Enhancing Brand Loyalty Through Perceived Trust and Reputation in The Egyptian Hotel Industry

Shedid, Mahmoud Ragab; Mohamed, Hany Essam Eldin; Elziny, Mohammed N.

doi:10.21608/ijaf.2025.354445.1120

The Role of Corporate Social Responsibility in Enhancing Brand Loyalty Through Perceived Trust and Reputation in The Egyptian Hotel Industry

Document Type : Original Article

Authors

¹ Hotel management, faculty of tourism and hotel management, Helwan University, Egypt.

² Professor of Hotel Management, Faculty of Tourism and Hotel Management, Helwan University, Egypt.

³ Associate Prof. Hotel Management Faculty of Tourism and Hospitality, King Salman International University Faculty of Tourism and Hotel Management, Helwan University

10.21608/ijaf.2025.354445.1120

Abstract

This study explores the impact of Corporate Social Responsibility (CSR) activities on brand loyalty in the hotel industry. CSR refers to the voluntary integration of social and environmental concerns into business operations and stakeholder interactions. The research aimed to assess how CSR influences brand loyalty through trust and reputation, and to identify which CSR factors most significantly affect loyalty. A total of 556 hotel employees participated in the study, which employed an analytical descriptive methodology and descriptive statistical approaches for data analysis. The findings revealed that CSR activities positively impact trust and brand reputation, which, in turn, enhance brand loyalty. The study also explored the potential of CSR activities to promote sustainability, business growth, and the development of emerging economies. It highlighted key trends in CSR, such as environmental, social, ethical, economic, and legal aspects, and their influence on hotel strategies. The results provide valuable insights for hotel managers to optimize CSR investments and foster customer loyalty.

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