All aboard! Strategies for engaging guests in corporate responsibility programmes

Moscardo, Gianna, and Hughes, Karen (2018) All aboard! Strategies for engaging guests in corporate responsibility programmes. Journal of Sustainable Tourism, 26 (7). pp. 1257-1272.

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Abstract

Many tourism corporate responsibility (CR) programmes require the support of guests, yet little attention has been paid to the design of strategies to encourage guests’ adoption of responsible behaviours. Research in the areas of tourist interpretation, social marketing and sustainability marketing has examined aspects of this issue across a range of situations. This paper uses a systematic critical literature review of these areas to identify 10 major themes that have been addresses in the research. The evidence presented in these 10 themes was then used generate guidelines for the effective engagement of guests with CR programmes. Strategies based on the 10 guidelines are embedded into a holiday scenario to illustrate their application. The importance of extending CR strategies beyond the immediate confines and concerns of individual tourism businesses is also discussed.

Item ID: 55277
Item Type: Article (Research - C1)
ISSN: 1747-7646
Keywords: corporate responsibility; sustainability communication; guest engagement; interpretation; social and sustainability marketing
Date Deposited: 11 Sep 2018 04:42
FoR Codes: 15 COMMERCE, MANAGEMENT, TOURISM AND SERVICES > 1506 Tourism > 150606 Tourist Behaviour and Visitor Experience @ 100%
SEO Codes: 90 COMMERCIAL SERVICES AND TOURISM > 9098 Environmentally Sustainable Commercial Services and Tourism > 909899 Environmentally Sustainable Commercial Services and Tourism not elsewhere classified @ 100%
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