When Discounts Undermine Good Intentions: Identity Salience and Symbolic Misalignment in CBT Marketing

The rash of corporate scandals has instigated societal and scientific interest in unethical leader behavior. Moral identity has been put forward as an important factor regulating unethical conduct. However, we posit that the self-regulating function of moral identity may be deactivated by factors that motivate behaviors that are inconsistent with the demands of one’s moral identity. Being an other-condemning emotion, we reasoned that contempt represents an opposing force that weakens the negative association between leaders’ moral identity and unethical behavior. Indeed, we found that contempt diminished the negative association between moral identity and (a) the reported probability of displaying unethical supervisory behaviors (Study 1), and (b) leaders’ display of abusive supervisory behaviors (Study 2 and 3). These findings provide first empirical evidence that the extent to which leaders are guided by their identity based moral compass is contingent on their feelings of contempt. Keywords: Unethical leadership; Abusive supervision; Moral identity; Contempt

Community-based tourism enterprises (CBTEs) have been extensively promoted in less developed countries as an entrepreneurship-based approach to community- based tourism (CBT) initiatives. CBTEs are designed to deliver benefits to wider communities at the grassroots level at a destination. However, these enterprises are not always successful. Marketing issues are a key reason for business failure. Local entrepreneurs of CBTEs quite often have difficulty in independently promoting their business, particularly at the infant stages of the business life cycle, and this highlights the need for stakeholder collaborations. This study investigates a collaborative marketing approach that assists stakeholder collaborations in marketing CBTEs and guides marketing activities towards the business sustainability of CBTEs. This study employed a constructivist paradigm to regulate the research process, the knowledge co-production approach to facilitate knowledge generation processes, and a participatory approach to frame the research design. Accordingly, the study was designed consisting of two stages. At the first stage, thirty CBTE stakeholders of three CBTEs in Vietnam (namely Triem Tay Floating Restaurant, Thanh Toan Gardening and Cookery, and Minh Tho Homestay) were interviewed from November of 2015 to January of 2016. The interviews aimed to interrogate stakeholder perspectives on collaborative marketing alternatives for CBTE business sustainability and their viewpoints regarding the components of a marketing strategy for the long-term success of CBTEs. The outcomes of this stage indicated divergent perspectives regarding CBTE collaborative marketing for business sustainability. Following these divergent perspectives, an interactive workshop was conducted one year later, in March of 2017, at the village of Triem Tay (Vietnam). The workshop, which was facilitated by myself, attracted fifteen CBTE stakeholders, comprising eight of the original interviewees. The workshop provided a platform for CBTE stakeholders to interact and achieve a consensus on a pathway connecting CBTE marketing and business sustainability. Content analysis, narrative analysis and document analysis were used to assist the data analysis. The findings of this study included a CBTE marketing collaboration of multiple stakeholders, a framework of collaboration that assists stakeholder interventions in marketing CBTEs, and proposed marketing strategies for CBTE business sustainability in Vietnam. The CBTE marketing collaboration of multiple stakeholders stressed the involvement of multiple stakeholders rather than dyadic relationships in marketing CBTEs for business sustainability. In this type of CBTE marketing collaboration, the linkages of a CBTE, a CBTE co-operative, and a social enterprise were centralised. The social enterprise transforming from commercially successful tour operators was involved in the CBTE marketing collaboration as a collaboration facilitator, and the government was involved as an arbitrator and controller. The CBTE collaborative marketing framework highlighted an appreciation to other viewpoints among involved stakeholders. Under the framework, a set of rules co-created by involved stakeholders, aligned with the objectives of CBTE business sustainability and aimed to regulate stakeholder interventions was advocated. Also included in the framework was the transparency of benefits delivered between local and external stakeholders and the self-control of community leaders towards collective benefits. The proposed CBTE marketing strategies exemplified the integration of third way approach in CBT development and third space approach in CBT marketing to better promote the business sustainability of CBTEs. In these strategies, selective marketing segmentation techniques were preferred; community values and market-oriented attributes were incorporated in product design; service quality control was centralised in product development; an inclusion of a community fund and the alignment to an agreed pricing framework were accounted for; a gird of marketing intermediaries was suggested; young members of a community were involved in promoting CBTEs via social media. Accordingly, the proposed strategies were able to balance the dual objectives of commercial viability and community development for CBTE business sustainability. These findings were compiled to develop a collaborative marketing approach for the long-term success of CBTEs in less-developed countries. The results also revealed the relevance and significance of the knowledge co- production approach. This approach could help to reconcile diverse perspectives among CBTE stakeholders in a CBTE marketing network. Additionally, it could reduce the research-practice gap in the study of CBTE collaborative marketing and leverage the societal contributions of the study. The contributions of this study lie in five aspects. First, the study advances the CBT literature through arguing the resonance of alternative approaches to address the complex domain of CBTE collaborative marketing for business sustainability. Second, the study advances discussions about the linkages between marketing and sustainable tourism by applying the concept of sustainable tourism marketing in the context of CBTEs. Third, the study enriches the insights of multi-stakeholder collaborations at the organisational level through the collaborative marketing approach developed for the long-term success of CBTEs in less-developed countries. Fourth, the study contributes to debates on tourism knowledge making by advocating for the knowledge co-production approach in collaborative work with people. Finally, the study highlights the attributes of a collaborative marketing approach to overcome the marketing challenges of CBTEs in less-developed countries and bolster their long-term success.

PurposeCommunity arts practice gives voice to a younger generation, who must be studied as part of the development process from commencement, to accomplish building sustainable destination development in the direction of future prosperity for the rural community.Design/methodology/approachThis paper challenges a relatively weak critical practice of the community-based tourism (CBT) by introducing community arts methodologies as a research approach in the context of tourism, the opportunity is created to give voice to a younger generation that must also be included in the development aims of the CBT to achieve sustainable community tourism development.FindingsThe CBT aims to support access to quality participation in the development process. However, investment in education and building tourism entrepreneurs is not inclusive of the future generations beyond the original generation. Consideration of the desires and imaginations of the future generations must be part of the CBT project for tourism development sustainability. Building awareness of the fragility and value of tourist attractions and resources, in a younger generation that never experienced the original attractions of the traditional village, is critical to achieving the objectives of the CBT.Research limitations/implicationsThe paper is not yet attempting to examine the empirical data of this research. Rather, it challenges current CBT research processes as having a narrow reach into a community.Practical implicationsTourism developers and local communities should include an understanding of what directions and what opportunities the next and future generations will have to continue sustainable development. Including children’s imaginations into a community’s tourism development plans will benefit awareness of the present context and assist locals in forecasting the next stage of village development. The present tourism planners would then have a holistic vision for a design strategy sustaining rural livelihoods that acknowledge the limits of nature-based resources and cultural resources.Social implicationsCommunity arts research offers the possibility of inclusive participation of community members. Arts methodology attempts to articulate ideas in visual form, for the aim of discussion, reflection and realization of the desires and concerns of the community in terms of lifestyle, environment and cultural heritage, in preparation for the future generation taking control of tourism development. The process aims to impact future decisions effecting the course of tourism development in rural Thailand.Originality/valueThe paper discusses the potential contribution of community arts practice as a complementary tool by taking into account different aspects of sustainable tourism into CBT concept. The paper evaluates what has been missing in advancing our understanding of sustainable rural tourism development in Thailand. It fills the gaps with a methodological approach that gives voice to the local community. The purpose of this paper is to rethinking the ideology and approach of CBT to be inclusive of all demographics of society for the goal of achieving sustainable tourism and sustainable community development in Thailand context.

Purpose This paper aims to investigate how promotion- versus prevention-focused ethical leadership differently influence knowledge sharing. Specifically, it investigates the emotional mechanisms underlying these effects and the moderating role of employees’ moral identity. Design/methodology/approach Drawing on affective events theory, this research conducted a scenario-based experiment to investigate how promotion- and prevention-focused ethical leadership elicits employees’ emotional responses. The authors then used an experience sampling method study to validate the differential effects of these two forms of ethical leadership on knowledge sharing, while examining the mediating role of employees’ emotions and the moderating effect of moral identity. Findings Promotion-focused ethical leadership enhances employee knowledge sharing by eliciting supervisor-directed, other-praising moral emotions. In contrast, prevention-focused ethical leadership evokes supervisor frustration, which in turn inhibits knowledge sharing. Furthermore, employees’ moral identity amplifies both emotional pathways, such that individuals with higher levels of moral identity experience stronger emotional responses in reaction to both types of ethical leadership. Originality/value This research offers a fine-grained understanding of the relationship between ethical leadership and knowledge sharing by differentiating between promotion- and prevention-focused ethical leadership. It also introduces emotion-based mechanisms and highlights moral identity as a key boundary condition.

Given the prevalence and significance of antisocial behavior in sport, researchers have begun to explore the role that self-conscious moral emotions play in reducing such behavior. In this research, we examined whether moral identity inhibits antisocial behavior and whether this effect is mediated by anticipated guilt. In Study 1, we showed that moral identity was negatively related to antisocial behavior, while in Study 2 we found that this relationship was mediated by anticipated feelings of guilt. Using an experimental design, Study 3 showed that priming moral identity reduced antisocial behavior, and this effect was mediated by moral judgment and anticipated guilt. The present findings suggest that athletes with a robust moral self-schema are less likely to engage in antisocial behavior because of the intense feelings of guilt they are likely to experience when they engage in such behavior.

A social-cognitive approach to understanding gender differences in negotiator ethics: The role of moral identity

The role of parental rejection and poverty in the development of prosocial behavior among left-behind adolescents in rural China

There are two fundamental self-regulatory systems for moral action reflecting an approach-oriented system promoting moral action (prescriptive morality) and an avoidance-oriented system restraining immoral action (proscriptive morality). Despite the presence of these systems, individuals may vary in the extent to which the systems regulate their moral responses. One factor that may heighten prescriptive and proscriptive moral self-regulation is individuals’ moral identity. Three studies examined if the systems of moral regulation are more salient among individuals with a strong internalized moral identity. Possessing a strong internalized moral identity was associated with greater salience of the prescriptive system – with heightened perceptions that prescriptive behaviors should be enacted, that prescriptive behaviors are less a matter of personal preference, and that prescriptive behaviors are expected to yield greater social approval – compared to the proscriptive system. Possessing a strong internalized moral identity appears to orient individuals toward engaging in good (rather than only avoiding bad) behaviors.

Sustainable tourism is still a topic of study that is predicted in tourism research in Indonesia. Various strategies and efforts have been made to create sustainable tourism, starting from issuing various government policies supporting sustainable tourism programs involving the private sector and the community. However, the results achieved still need to be optimal. There are so many factors that can affect sustainable tourism. Among the variables that are stated to have a contributing influence on it, they will be discussed in this study. This study aims to analyze the mediating role of social capital and community-based tourism between the influence of tourism villages on sustainable tourism in rural tourism in West Sumatra, Indonesia. Quantitative research of the associative type is sought to reveal the hypothesis proposed. A total of 422 samples were used in this study. The research instrument in the form of a validated and highly reliable questionnaire was used, supported by literature studies and documentation. Data analysis used Structural Equation Modeling (SEM) statistics Analysis Moment of Structural (AMOS) and continued with the Sobel test. The results proved that the role of tourism village through the mediating role of social capital and community-based tourism proved to have a significant effect on sustainable tourism but not a partial effect. The role of tourism village affects social capital and community-based tourism, while social capital and community-based tourism also significantly affect sustainable tourism.

Over three decades, community-based tourism and sustainable tourism have emerged as innovative approaches to tourism development. Yet, only limited reviews have been conducted. Using VOSviewer software, this bibliometric review analyzed 869 Scopus-indexed documents on sustainable community-based tourism for research insights. The study suggests the recent trend has shifted from developed toward developing countries. Research foci include tourist and resident satisfaction, the effects of sustainable community-based tourism on economic growth, stakeholder participation and decision-making, and heritage conservation. Future research directions are suggested with a focus on post-pandemic resilience and the contributions of community-based tourism toward global sustainable development goals.

There are extensive studies of environmental corporate social responsibility at the macro level. However, the study of the impact of environmental corporate social responsibility on employees' work-related outcomes is inchoate. Drawing on social identity theory and signaling theory, this paper investigates the impact of environmental corporate social responsibility on employees' green innovative behaviors. The mediating role of perceived meaningfulness at work and the moderating role of moral identity are also investigated. Data were collected via a time-lagged and multisource survey. The study analyzed the responses of 271 employees of Chinese enterprises. Hypotheses were examined using hierarchical regression analysis and bootstrapping. The results indicated environmental corporate social responsibility to be positively related to employees' green innovative behaviors. Perceived meaningfulness at work mediates the link between environmental corporate social responsibility and employees' green innovative behaviors. Moreover, moral identity moderates the relationship between environmental corporate social responsibility and perceived meaningfulness at work. The indirect effect of environmental corporate social responsibility on employees' green innovative behaviors via perceived meaningfulness at work is also moderated by moral identity. Theoretical contributions and practical implications of the study are discussed.

Abstract: Ethical leadership by supervisors can act as moral signal, communicating a moral culture to applicants. Signaling this culture through business networks can influence trust in the leader and employer attractiveness in prehiring. Based on social identity theory and signaling theory, we introduce verbal uncertainty and moral identity as boundary conditions. We conducted a preregistered 2 × 2 randomized experimental study with 488 participants. Results confirm a mediation of ethical leadership signals on employer attractiveness via trust in the leader. While verbal uncertainty and symbolized moral identity had direct effects on trust, internalized moral identity moderated the effect of ethical leadership signals on trust in the leader. Future research should incorporate the breadth of employer branding (EB) communication on social media.

For centuries, the relationship between morality and well-being has been a focal point of philosophical debate. Recent empirical research has produced mixed results, showing both positive and negative associations between moral engagement and well-being. Our exploratory research examines two forms of moral engagement—moral identity and moral attentiveness—and their potential implications for well-being. In Study 1 (N = 149), we found that a stronger moral identity was generally associated with higher well-being, whereas greater moral attentiveness showed mixed associations, including links to increased rumination and some indicators of poorer well-being. Mediation analyses suggested that moral identity may contribute to well-being through strengthened social connectedness, while moral attentiveness may be associated with reduced well-being through rumination. In Study 2 (N = 118), a 14-day daily-diary study, moral attentiveness was associated with increased rumination at the within-person level, and some indicators of well-being showed small day-to-day fluctuations in relation to moral identity and moral attentiveness. These findings provide preliminary insights into how different forms of moral engagement may relate to well-being, emphasizing the complexity of these relationships and the importance of future research to further explore these dynamics.

The ASEAN Community-based Tourism (CBT) Standard was adopted by 10 ASEAN member states in 2016 in order to collectively promote the ASEAN region as a competitive and sustainable community-based tourism destination and to enhance sustainable tourism provision through ASEAN criteria. Among the ten ASEAN member states, Lao PDR (Laos) has a unique CBT development experience through collaboration with various international development agencies that started in 1999. Such a history brought about issues when the ASEAN CBT Standard was implemented at the provincial and district levels in Laos, including the concerns of related communities on the ASEAN CBT Standard not being easily applicable considering the state of tourism development. While the adoption and application of the regional standard called the ASEAN CBT Standard is a significant collective enforcement involving the tourism industries in ASEAN, there has been a lack of studies regarding the dynamics of the implementation of regional tourism standards at the national level. In order to fill this research gap, this study utilized in-depth interviews with seven executives with significant experiences from the government, international development agency, international organization, and private sectors. Interviewees give a diversity of perspectives on the enabling factors and challenges in implementing the ASEAN CBT Standard at the national level (focusing on Laos), which showed the complexity of CBT dynamics and necessity of good governance. The results also revealed how regional standards can be further recognized, promoted, sustainable to the key stakeholders of the Laos tourism industry, better accepted and utilized by end users, and possibly better customized according to the local circumstances for sustainable tourism development. The findings of this study evidence that collaboration among key stakeholders and the expected roles of these stakeholders are critical when implementing the ASEAN CBT Standard.

Two rich knowledge domains have been evolving along parallel pathways in tourism studies: sustainable tourism (ST) and community-based tourism (CBT). Within both lie diverse definitions, principles, criteria, critical success factors and benefits sought or outcomes desired, advocated by different stakeholders ranging from quasi-governmental and non-profit organizations to public-private sector and academic interests. This poses significant challenges to those interested in theory building, research and practice in the sustainable development and management of tourism. The paper builds on a previous article published in Sustainability by presenting an integrated framework based on a comprehensive, in-depth review and analysis of the tourism-related literature. The study reveals not just common ground and differences that might be anticipated, but also important sustainability dimensions that are lagging or require much greater attention, such as equity, justice, ethical and governance issues. A preliminary framework of “sustainable community-based tourism” (SCBT) is forwarded that attempts to bridge the disparate literature on ST and CBT. Critical directions forward are offered to progress research and sustainability-oriented practices towards more effective development and management of tourism in the 21st century.