Abstract
ABSTRACTResponsibility has been advocated as vital for the future management and governance of the sustainable tourism destinations, yet extensive empirical research of specific stakeholders is lacking. This paper addresses this knowledge gap by examining corporate philanthropy practices among low‐fares airlines. An analytical framework is developed and applied. Corporate philanthropy is practised more widely than may have been anticipated by the frills‐adverse, low‐fares business model. For studies of tourism, the paper points to the need for greater theoretical and conceptual urgency in research on corporate social responsibility and corporate philanthropy if future practical action at the destination level is to match current advocacy. Copyright © 2011 John Wiley & Sons, Ltd.
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