Casino employees' intention to participate in corporate community involvement activities – an extended value-attitude-intention model

Purpose: The success of corporate community involvement depends on employees' perception of and intention to participate in the associated activities. This paper explores personal and perceived organizational factors that influence casino employees' intention to participate in community involvement activities using the extended value-attitude-intention model. Design/methodology/approach: Based on a literature review on corporate community involvement in the hospitality industry and the value-attitude-intention hierarchy, a theoretical model that links perceived societal value to employees' behavioral intention was established. The model was tested using responses from 322 Macao's casino employees. Findings: Results of structural equation modeling showed that perceived societal value of corporate community involvement and perceived societal pressure significantly influenced employees' attitude toward community involvement while perceived societal pressure also significantly influenced perceived facilitating conditions. Additionally, employees' attitude toward corporate community involvement and perceived facilitating conditions affected their intention to participate in corporate community involvement activities. Originality/value: Casinos use corporate community involvement as a way of counteracting the negative impacts of commercial gaming and supporting local communities. Hence, it is vital to understand the mechanism of engaging casino employees in corporate community involvement activities.