Abstract
This study investigates the influence of employing persons with disabilities (PWD) in hotels on consumer behavior, with an emphasis on word of mouth and repurchase intention. The research delves into the underlying mechanisms behind these effects and examines potential boundary conditions using hotel characteristics. Utilizing two between-subject design experiments, 1443 responses were analyzed using the propensity score weighting scheme and multigroup analysis. Results reveal that PWD employment in the hotel industry has a positive impact on word of mouth and repurchase intention through the moral decision-making process, specifically progressing from moral judgement to moral obligation, and perceived corporate social responsibility (CSR). These effects remain consistent across different hotel star ratings and whether chain or independent. The findings enhance the literature on equality, diversity and inclusion by identifying the underlying mechanism of how hotel guests respond to PWD employment in the hotel industry, drawing insights from moral psychology and perceived CSR.
•Persons with disabilities (PWD) employment in hotels boosts word of mouth and repurchase intent.•Moral decision-making mediates PWD employment's impact on behavior.•Perceived CSR is pivotal in shaping guest responses to PWD employment.•Effects of PWD employment are consistent across all hotel types.•Study bridges gaps using insights from moral psychology and perceived CSR.