Participatory action research and collaboration in CSR initiatives by DMOs

Abstract

ABSTRACTThis study applies a participatory action research (PAR) approach to investigate a corporate social responsibility (CSR) initiative by a Norwegian destination management organization (DMO). This initiative concerns whale watching and refers to a voluntary code of conduct. The focus is on the features of the relevant institutional field and the discursive development of collaborative interactions among the actors who worked actively to the code of conduct. The aim is twofold: to gain a deep understanding of the processes of development and implementation of CSR initiatives at the destination level, and to reflect on the adoption of PAR in this context. The findings highlight the potential role of DMOs as leaders and consider some critically important factors (resources, support by public institutions and acceptance). The findings also suggest the usefulness of PAR in CSR studies in relation to explore and understand the complexity of the processes related to the development of the initiatives and the relevant actors’ behaviors.