The burgeoning tourism and hospitality industry is plagued by numerous challenges that pose significant hurdles to its long-term success and sustainability. These challenges encompass a range of factors, including fierce competitive convergence, rapid obsolescence of innovative strategies, and...

Purpose The competitive nature of the hospitality industry necessitates continual adaptation and innovation. While standardization can stifle creativity, CSR has the potential to enhance employee extra-role behaviors, including creativity. The existing literature on the relationship between CSR...