The Promotion of Responsible Tourism Management Through Digital Media

ABSTRACT

Tourism businesses are increasingly embracing the dynamics of new digital technologies, as they communicate their responsible initiatives through corporate websites, social media platforms and other interactive channels. Therefore, a quantitative study explores the owner-managers’ attitudes on digital media. The methodology integrates measures from technological innovation and corporate social responsibility to understand the rationale for using online media to communicate about sustainable and responsible tourism management. The results have indicated that there is a positive and significant relationship between the perceived ease of use and perceived usefulness of digital media (for the promotion of sustainable behaviours and stakeholder engagement). This contribution suggests that communication of responsible tourism management is more effective when it is offered through interactive channels. It implies that there are opportunities for hospitality businesses to enhance their reputation and image as they engage in interactive communications with different stakeholders.

KEYWORDS:

• Responsible tourism management
• hospitality
• corporate social responsibility
• digital media
• online communication
• technology acceptance model
• pace of technological innovation
• CSR measures

Acknowledgements

This ambitious research sheds light on CSR communications across the hospitality sector in Malta. It would not have been possible to achieve the results reported here without the willing help of a wide range of people. Firstly, I express my gratitude to the Malta Tourism Authority (MTA) and the Malta Hotels and Restaurants Association (MHRA). This research could not have been completed without the assistance of MHRA members who allowed me to access their organisations and ask sometimes difficult and challenging questions. The warmth and openness with which I was received by several hotels was a clear reflection of the ethos of hospitality. I cannot name specific hotels, but they all deserve my sincere thanks.

Disclosure statement

No potential conflict of interest was reported by the authors.

Additional information

Funding

This work was supported by Malta Hotels and Restaurants Association and Malta Tourism Authority.