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

75 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

UN SDGs

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

SDG 12 Responsible Consumption and Production

Keywords

Choice experiment segmentation
Corporate social responsibility
Message framing cause proximity

Access to Document

10.1016/j.tourman.2019.05.002

Cite this

@article{f0aa905b02e04d1db81f542a8107648e,

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.",

keywords = "Choice experiment segmentation, Corporate social responsibility, Message framing cause proximity",

author = "Melanie Randle and Astrid Kemperman and Sara Dolnicar",

year = "2019",

month = dec,

doi = "10.1016/j.tourman.2019.05.002",

language = "English",

volume = "75",

pages = "66--77",

journal = "Tourism Management",

issn = "0261-5177",

publisher = "Elsevier",

}

TY - JOUR

T1 - Making cause-related corporate social responsibility (CSR) count in holiday accommodation choice

AU - Randle, Melanie

AU - Kemperman, Astrid

AU - Dolnicar, Sara

PY - 2019/12

Y1 - 2019/12

N2 - 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.

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.

KW - Choice experiment segmentation

KW - Corporate social responsibility

KW - Message framing cause proximity

UR - https://www.scopus.com/pages/publications/85065464748

U2 - 10.1016/j.tourman.2019.05.002

DO - 10.1016/j.tourman.2019.05.002

M3 - Article

SN - 0261-5177

VL - 75

SP - 66

EP - 77

JO - Tourism Management

JF - Tourism Management

ER -

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

Abstract

UN SDGs

Keywords

Access to Document

Other files and links

Fingerprint

Cite this