CSR Commitment, Alignment and Firm Performance: The Case of the Australia-China Tourism Supply Chain.

This paper examines corporate social responsibility (CSR) practices among travel agents and tour operators within the Australia–China tourism supply chain. A sequential, exploratory mixed-methods approach was employed, combining key-informant interviews with a reduced form of discrete choice analysis—best-worst scaling. The findings highlight that while Australian and Chinese travel intermediaries differed significantly in terms of their preferences regarding the different CSR factors, they were unanimous in regard to their belief that commitment to CSR was critical to firm performance. The research also reports universal support for a partial-mediating relationship, suggesting that firm performance is enhanced by strong alignment in the CSR orientation of supply chain intermediaries. This finding reinforces the inter-dependent nature of tourism supply chains, emphasizing that firms and society can benefit from supply chain partners working more closely together. [ABSTRACT FROM AUTHOR]