Abstract
The global threat of climate change, diminishing natural resources and significant socio-economic inequalities is forcing companies and individuals to evaluate the impact they are having on the natural, social and economic environments. This trend has led to an increased availability and demand for socially, environmentally and economically responsible products. The tourism industry relies heavily on the sustained beauty and hospitality of the places and communities it operates in and has come under pressure to manage its negative impacts. Change in the industry has, however, been limited. This paper investigates the current attitudes and perceptions of tourism business owners in Cape Town towards responsible tourism management (RTM) practices in order to develop social marketing strategies that can influence positive behaviour change in management. Cape Town as an internationally acclaimed top tourism destination needs to urgently address its low levels of responsible tourism evidence. Survey data of 244 tourism businesses was used to statistically test what factors are causing the low levels of RTM practices in Cape Town. Findings suggest that despite general positive attitudes towards RTM, tourism businesses are not investing time and money into changing management practices. This is a common emerging market phenomenon where resource constraints negatively impact the relationship between what businesses would like to do and what actually gets done. Factors such as the perceived cost of RTM, a highly competitive environment and a perceived lack of government support are further negatively influencing this relationship. Recommendations are made as to how social marketing can be used to encourage businesses to adopt RTM practices by reducing the perceived and actual costs of implementing RTM. The paper discusses what channels should be implemented to facilitate change.
Highlights
In the global business sector corporate social responsibility (CSR), corporate social investment (CSI) and ethical management practices have emerged as strong trends
The qualitative research findings of this study indicated a high level of distrust towards the South African government’s ability to effectively execute programmes and initiatives, as well as a low level of awareness regarding the Responsible Tourism Manual for South Africa (RTMSA) and Black Economic Empowerment (BEE) Tourism Charter and Scorecard
The conceptual model developed in this study aims to explore the relationships between attitudes towards CSR and responsible tourism management (RTM), management intention and business performance in the Cape Town tourism industry
Summary
In the global business sector corporate social responsibility (CSR), corporate social investment (CSI) and ethical management practices have emerged as strong trends. Since the Brundtland Report of 1987 (UN, 1987) proposed that intergenerational equality would not be achieved unless the impacts of economic activity on the environment were managed, both debate and research into sustainable tourism practices and philosophies have increased. At the 1992 United Nations Conference on Environment and Development it was recognised that tourism would be an important driver in community upliftment. As the debate surrounding sustainable development intensified, South Africa responded with the 1996 White Paper ‘Development and Promotion of Tourism in South Africa’. The White Paper in no uncertain terms outlined that for South Africa, responsible tourism was not a luxury but a necessity. During 2001, the Responsible Tourism Manual for South Africa (RTMSA)
Sign-in/Register to view highlights & summary Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
