The unexpected consequences of engaging tourists in destination social responsibility through check-out-charity: the case of ski resorts in the French alps

Abstract

ABSTRACT This study investigates the effectiveness of check-out charity (COC) campaigns, a fundraising strategy where customers donate at the point of sale, as a method for promoting destination social responsibility (DSR) in tourist destinations. Employing interviews, polls, and case studies in Alps ski resorts, it explores whether tourists perceive donations to local projects as a means of participating in DSR, and the impact on their attitudes towards the destination. Despite tourists' willingness to support local causes, the findings suggest COC requests aren't consistently perceived as beneficial to the destination due to a triadic relationship between the cause, the store, and the destination, causing confusion about the donation beneficiary. Moreover, COC requests can unintentionally lead to negative outcomes, including unwillingness to donate and feelings of annoyance.