Making cause-related corporate social responsibility (CSR) count in holiday accommodation choice

Melanie Randle; Astrid Kemperman; Sara Dolnicar

doi:10.1016/j.tourman.2019.05.002

Making cause-related corporate social responsibility (CSR) count in holiday accommodation choice

Melanie Randle (Corresponding author), Astrid Kemperman, Sara Dolnicar

Research output: Contribution to journal › Article › Academic › peer-review

49 Citations (Scopus)

Abstract

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.

Original language	English
Pages (from-to)	66-77
Number of pages	12
Journal	Tourism Management
Volume	75
DOIs	https://doi.org/10.1016/j.tourman.2019.05.002
Publication status	Published - Dec 2019

Keywords

Choice experiment segmentation
Corporate social responsibility
Message framing cause proximity

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1016/j.tourman.2019.05.002

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title = "Making cause-related corporate social responsibility (CSR) count in holiday accommodation choice",

abstract = "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.",

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AB - 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.

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KW - Corporate social responsibility

KW - Message framing cause proximity

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ER -

Making cause-related corporate social responsibility (CSR) count in holiday accommodation choice

Abstract

Keywords

UN SDGs

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