Linking corporate digital responsibility to digital sustainability: the roles of innovation, reputation and identity in the hospitality industry

Abstract

Purpose This study adopts a mixed methods approach in exploring corporate digital responsibility (CDR) in relation to organizational innovation, corporate reputation and digital sustainability in Egypt's five-star hotels. Three major theoretical views were integrated as the research foundations: stakeholder theory, resource-based view (RBV) and institutional theory. Design/methodology/approach The research adopted the mixed-methods approach. During the quantitative phase, 366 managers were questioned, each providing and contributing to reliable statistical information analyzed through the partial least squares structural equation modeling (PLSSEM). Conversely, interview data were collected with 26 participants on the Qualtrics platform; these data deepened insights into the workings observed in CDR within the hospitality industry. Findings The findings conclude that CDR influences organizational innovation, corporate reputation and digital sustainability, thereby creating organizational growth. Organizational innovation and corporate reputation act as mediators between these relationships and provide the greatest facilitation in digital sustainability. In addition, top management commitment moderates the positive effects of CDR on innovation and reputation and makes a case for the need for strong leadership to develop a culture of responsibility. Practical implications The research emphasizes corporate digital responsibility for hospitality professionals, highlighting its role in compliance, growth, market differentiation and stakeholder engagement while fostering ethics and sustainability in digital strategies. Originality/value This study contributes to the literature by providing empirical evidence concerning the interrelationships between these constructs in the Egyptian hospitality context, thus presenting practical implications for managers who want to improve their organizational strategies in concert with global sustainability goals.