To examine the research question and accomplish this study's purpose, the analysis is conducted for two different dimensions: accounting profitability to measure short-term financial performance and firm value to measure long-term financial performance. The study uses a pooled linear regression model where return on assets (ROA) and return on equity (ROE) is adopted, in turn, as a dependant variable for a model of each industry (i.e., hotel, casino, restaurant and airline industries) to measure profitability, and Tobin's Q and price-earnings ratio (PER) is used, in turn, as a proxy for firm value. The interest (main) variables are positive CSR activity and negative CSR activity, while sales, leverage ratio, and S&P500 index control for the effect of firm size, capital structure, and market condition, respectively.