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 ownermanagers' attitudes on digital media. The methodology integrates measures from technological innovation and corporate social responsibility (CSR) 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.

A Study of Consumers’ Intentions to Participate in Responsible Tourism Using Message Framing and Appeals

“…Some researchers have focused on RT from the perspective of business operators [9,22,24,25]. Carasuk, Becken and Hughey [3] explored the factors that make business operators facilitate RT or shift towards RT practices.…”

“…Although many business operators have shown an intention to act on RT, Frey and George [24] noted that there are still limits to expanding RT due to major constraints, such as a lack of government support and the perceived costs of implementing RT. In addition, Camilleri [25] stated that digital media plays a critical role in allowing hotel owners and managers to engage in various social activities and ultimately contributes to enhancing hotels' reputation and recognition. Likewise, most previous studies have shown that business operators are aware of the importance of RT and continue to find effective ways to expand RT in the tourism industry.…”

The use of data-driven technologies for customer-centric marketing

“…Hence, the distribution networks have come a long way from the ticket counter. Evidently, travel and tourism businesses are leveraging themselves with data-driven marketing, as they seek new customers and prospects (Camilleri, 2018a(Camilleri, , 2018b. They may decide to target high-yield customers through elaborated pricing and revenue management systems.…”

The Corporate Communication Executives’ Interactive Engagement Through Digital Media*

“…The communications through digital media can be dynamic and in real time. Therefore, online users can increase direct interactions with organizations and other audiences (Camilleri, 2018b;Schultz, Utz & Göritz, 2011). Such interactive communications are often referred to as "viral" because ideas and opinions can spread through the web via word-of-mouth (Hajarian, Camilleri, Diaz & Aedo, 2020).…”