Abstract
Travel and tour operators (TTOs) have become increasingly and positively engaged in Corporate Social Responsibility (CSR) due to increased consumer awareness and responsible business practices. However, CSR engagement has not fully permeated the travel and tourism industry in Nepal as it is still considered ambiguous. There is a need to identify baseline knowledge, and to institute programs and policies for CSR engagement. This study formulated a conceptual model to empirically test the relationship between perceptions of CSR (comparative, benefits and favorability) and its association with the importance, participation and future engagement intentions among TTOs in Nepal. Data were collected via a questionnaire among TTO (n = 138) that were registered with the National Association of Tour and Travel Agents. Based on the results, CSR was deemed to be important due to customers’ favorability toward organizations that implemented related activities. This relationship influenced CSR participation and subsequently led to future intentions to engage. Overall, it was apparent that the TTOs which were essentially small and medium enterprises were focused on CSR implementation largely due to customers’ pressure and/or demand. This study provides knowledge to devise appropriate strategies to drive CSR implementation in the tourism industry via TTO in Nepal.
Highlights
Corporate social responsibility (CSR) is commonly accepted and endorsed by corporations, governments, non-governmental organizations, and consumers
With the implementation of CSR practices, multiple research themes have been identified to examine its impact on stakeholders, along with associated outcomes such as financial, economic [3,4], and philanthropic ones [5] among various industry sectors [6], including the tourism and hospitality industry [7,8,9,10]
Based on this literature review, this study explores CSR among tour operators (TTOs) within the context of Nepal
Summary
Corporate social responsibility (CSR) is commonly accepted and endorsed by corporations, governments, non-governmental organizations, and consumers. With the implementation of CSR practices, multiple research themes have been identified to examine its impact on stakeholders, along with associated outcomes such as financial, economic [3,4], and philanthropic ones [5] among various industry sectors [6], including the tourism and hospitality industry [7,8,9,10]. While the conceptual underpinnings of CSR permeate all industry sectors regardless of size, the focus on adoption by SME (small and medium-sized enterprises) has been limited [12,13]. There has been a misconception that SME may not have enough financial resources and/or technological abilities to implement long-term CSR activities [14]. Discrete attention to SME engagement in CSR has been considered redundant [15]
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