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

Journal Article


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.

Authors


  •   Randle, Melanie
  •   Kemperman, Astrid (external author)
  •   Dolnicar, Sara (external author)

Publication Date


  • 2019

Citation


  • Randle, M., Kemperman, A. & Dolnicar, S. (2019). Making cause-related corporate social responsibility (CSR)count in holiday accommodation choice. Tourism Management: research, policies, practice, 75 66-77.

Scopus Eid


  • 2-s2.0-85065464748

Number Of Pages


  • 11

Start Page


  • 66

End Page


  • 77

Volume


  • 75

Place Of Publication


  • United Kingdom

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.

Authors


  •   Randle, Melanie
  •   Kemperman, Astrid (external author)
  •   Dolnicar, Sara (external author)

Publication Date


  • 2019

Citation


  • Randle, M., Kemperman, A. & Dolnicar, S. (2019). Making cause-related corporate social responsibility (CSR)count in holiday accommodation choice. Tourism Management: research, policies, practice, 75 66-77.

Scopus Eid


  • 2-s2.0-85065464748

Number Of Pages


  • 11

Start Page


  • 66

End Page


  • 77

Volume


  • 75

Place Of Publication


  • United Kingdom