Corporate Social Responsibility and COVID-19: Doing Good and Doing Well

Since the first case was reported in December 2019, COVID-19 has dramatically disrupted the globe, severely impacting physical and mental health worldwide as well as creating one of the worst economic crises since World War II. Among other industries, the hospitality industry was one of the most severely impacted by the pandemic. Due to the unprecedented economic downturn caused by the nationwide lockdowns and social distancing measures, millions of hospitality employees lost their jobs, and the value of stocks in the hotel, restaurant, casino, airline, and cruise industries plunged sharply. However, despite the severe and challenging economic circumstances, numerous hospitality companies spontaneously initiated a variety of corporate social responsibility (CSR) efforts to help cope with the spread of the COVID-19 pandemic, such as donations to communities and support for employees. Therefore, the objective of this case study is to explore various CSR practices that hospitality companies employed to support their people and communities. The current case study provides unique contributions not only to hospitality literature but also to CSR literature in a timely manner, considering the pandemic as a pivotal point in human history when hospitality companies can provide such beneficial impact to society. This study additionally presents vital insights to hospitality executives in charge of CSR initiatives.