United we stand, divided we fall: strategies for engaging customers in Corporate Responsibility Programs

Hughes, Karen, and Moscardo, Gianna (2016) United we stand, divided we fall: strategies for engaging customers in Corporate Responsibility Programs. In: Proceedings of the BEST EN Think Tank XVI. pp. 402-423. From: BEST EN Think Tank XVI: Corporate Responsibility in Tourism: standards practices and policies, 12-15 July 2016, Eberswalde, Germany.

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Many corporate responsibility programs in tourist businesses require the support and/or compliance of the guests or customers, yet little attention has been paid to the design of strategies to encourage this compliance. Research and theoretical frameworks from the areas of tourist interpretation, social marketing and sustainability marketing have all addressed aspects of this issue across a range of different situations. A review of these areas is used to generate principles for the design and implementation of effective strategies to support customer compliance with CR strategies in tourism businesses. These principles are demonstrated through two contrasting scenarios and the paper concludes with suggestions about the extension of CR strategies beyond the immediate confines and concerns of the individual tourism business.

Item ID: 46830
Item Type: Conference Item (Research - E1)
ISBN: 978-0-9944984-6-5
Keywords: corporate responsibility, guest/customer compliance, interpretation, social and sustainability marketing
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These proceedings are published under a Creative Commons License (http://creativecommons.org/licenses/by-nc-nd/3.0/)

Date Deposited: 30 Jan 2017 03:15
FoR Codes: 35 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 3508 Tourism > 350806 Tourist behaviour and visitor experience @ 100%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9003 Tourism > 900399 Tourism not elsewhere classified @ 100%
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