Unpacking small tourism enterprises’ role in community social responsibility: The dual pathways of community embeddedness

Community social responsibility (CoSR) undertaken by small tourism enterprises (STEs) is crucial for the sustainable development of rural communities, yet its antecedents remain understudied. This study investigates the mechanisms through which community embeddedness shapes STEs' CoSR. Guided by network embeddedness theory and Weber's theory of formal and substantive rationality, this study proposes a conceptual model in which community embeddedness influences CoSR through community satisfaction and community identification. The model was empirically tested using structural equation modeling based on survey data from 237 STE owners in rural communities in China. Results confirm the dual mediating roles of community satisfaction and community identification in linking community embeddedness to CoSR. These findings provide insights into the mechanisms linking community embeddedness and CoSR. Given the resource constraints and dependence on local legitimacy that characterize small enterprises, understanding how community networks support CoSR is crucial, especially as these businesses navigate post-pandemic challenges and increasing demands for social responsibility.