We test how different presentations of cause-related corporate social responsibility (CSR) initiatives affect the choice of holiday accommodation bookings. Results of a stated choice experiment indicate that – for the tourist population as a whole – information about CSR initiatives affects choice only minimally. One market segment emerges, however, that is highly responsive to all types of CSR message presentations: positive and negative framing, and local and international causes. This tourist segment is characterized by a distinct socio-demographic profile, thus representing a promising target market for tourism managers engaging in cause-related CSR strategies. Other tourist segments are sensitive to the framing of CSR messages. Overall, negatively-framed CSR messages emerge as more effective.
- Choice experiment segmentation
- Corporate social responsibility
- Message framing cause proximity