Abstract：Recent years, Small and Medium Enterprises (SEMs) have played an increasingly important role in promoting employment and improving social stability by virtue of their huge scale. However, the existing research mainly focuses on the economic connection between small tourism business and local communities, ignoring the social relationship between them, especially the social value of small tourism business to local communities. Therefore, this paper constructs a conceptual model of the relationship between community embeddedness, place identity, place identity characteristics, and business social responsibility, and uses the embedded theory to explore the causes of social responsibility behavior behind the economic activities of small tourism businesses. This research collected data through the questionnaire survey, and withdrew 411 effective copies finally. The empirical research found that:1) The place identity of small tourism business owners has a significant positive effect on corporate social responsibility behavior. 2) The community embedding of small tourism business owners has a significant positive impact on place identity. 3) The place identity of tourism small business owners mediated the relationship between community embeddedness and corporate social responsibility. 4) The place identity characteristics of small tourism business owners moderated the relationship between community embeddedness and place identity.
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