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ABSTRACT
Tourism and hospitality organizations are spending more time and money on corporate social responsibility (CSR) initiatives, but at the same time not fully understanding how such initiatives enhance travelers’ responses. This study investigates the impact of two CSR initiatives that have been widely adopted by many travel organizations: tourism accreditation and codes of ethics. A large-scale survey collected data on how potential travelers responded to an online tour brochure. The results showed that both accreditation and code of ethics information in a brochure have significant but varying impacts on perceived tour value, trust, and tour booking intention.
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Notes on contributors
Witchuta Marchoo
Witchuta Marchoo, PhD, is Lecturer in the Tourism Business Program at the Faculty of Liberal Arts and Management Sciences, Prince of Songkla University Surat Thani Campus, Thailand (E-mail: [email protected]).
Ken Butcher
Ken Butcher, PhD, is Senior Lecturer in the Department of Tourism, Sport and Hotel Management at Griffith Business School, Griffith University Gold Coast campus, Queensland, Australia.
Mike Watkins
Mike Watkins, PhD, is Lecturer in the Department of Tourism, Sport and Hotel Management at Griffith Business School, Griffith University, Nathan campus, Queensland, Australia (E-mail: [email protected]).