CSR Communication among Tourism SMEs through Their Websites

Brijesh Thapa,Rojan Baniya

doi:10.3390/tourhosp2030020

Abstract

Small and Medium Enterprises (SMEs) in tourism are increasingly communicating their Corporate Social Responsibility (CSR) initiatives via their websites to build a positive image and promote customer relationships. This study examined such CSR engagement and communications by tourism SMEs in Nepal based on qualitative analysis of website content and in-depth interviews. Google search engine was used to select SMEs, and textual data were extracted from their websites. Following data saturation, a review of twenty-five websites was initially compared, and the obtained information was subsequently evaluated with information provided through individual interviews. Overall, CSR activities were largely practiced at a philanthropic level, and to some extent, at an ethical level. SMEs were primarily focused on activities related to social and environmental issues within the communities in which they operate. The results of this exploratory study provide an initial assessment of CSR among tourism SMEs in Nepal and could assist tourism associations/organizations with initiatives.

Highlights

The adoption of Corporate Social Responsibility (CSR) by Small and Medium Enterprises (SMEs) in the tourism industry has been growing [1], as it encompasses social and environmental responsibilities [2]
This study offers an exploratory overview of SMEs in Nepal with respect to CSR engagement and communication based on information accessed from their key promotional platform–website
The followingly results were obtained from the analysis of websites of tourism SMEs

Summary

Introduction

The adoption of Corporate Social Responsibility (CSR) by Small and Medium Enterprises (SMEs) in the tourism industry has been growing [1], as it encompasses social and environmental responsibilities [2]. Previous studies have largely focused on practices of SMEs, owner-manager mindset and its benefits, along with obstacles and motivators of CSR [3]. There is a paucity of research about the role and medium of communication by SMEs with regard to CSR practices [4]. CSR communication has adopted a progressive online approach in lieu of traditional print media [5]. Most companies are engaged creating in visually appealing websites to communicate their CSR undertakings, and build their social image. The focus has largely been among industrialized nations with limitations in the applicability of practices to developing countries [9]

Methods

Results

Discussion

Conclusion