Ethically transformative experiences in hotels

Abstract

Given the significance of transformation and the conceptualization of experiences that incorporate corporate social responsibility in their design to satisfy customers, this paper develops the concept of ethically transformative experiences and their consequences in commercial hotels. We define such experiences as occurrences that trigger outward-directed, lasting changes in a customer, manifested as future responsible consumption choices. We propose a design framework for such experiences and argue that hospitality and tourism organizations, with the micro-environment of a hotel as an example, are well positioned to design ethically transformative experiences. The outcome, a responsible consumer, amounts to a public good, providing a potential path for businesses to attain societal purpose and demonstrating connections between micro and macro-levels of transformation.