Communicating corporate social responsibility in the tourism industry.
Independent thesis Advanced level (degree of Master (Two Years)), 20 credits / 30 HE creditsStudent thesis
Over time the tourism industry has been expanding at an exponential rate to the point that around
1 billion people will have travelled during the year of 2012 (UNWTO, 2012b). This massive amount of
people has allowed for the degradation and destruction of multiple touristic destinations around the world.
The great numbers of tourist have also negatively impacted the social and economic aspects of the touristic
destinations. The current destructive path of the tourism industry has prompted the development of more
sustainable and responsible types of tourism. One of the key players in the tourism industry that could
address the topics of sustainable and responsible tourism is the tour operator. A path that tour operators can
follow to address this destructive path of tourism is through corporate responsibility. Most of the other
industries are in more advanced stages of approaching corporate responsibility while the tourism industry is
still within the good practice phase of corporate responsibility. This aim of this study is to analyse what a
group of tour operators are reporting concerning corporate responsibility. The questions focus on the
different aspects the tour operators are communicating concerning their corporate responsibility and does
this corporate responsibility communication add value to the consumer. The study shows that the tour
operators are not exactly communicating their responsibility similar across the board, which shows the
communication fragmentation among the tour operators. Most the tour operators mention corporate
responsibility through the lens of sustainable or responsible tourism. Through this that the tour operators
discuss their sustainable tourism or responsible tourism could possibly lead to adding consumer value to thetourists.
Place, publisher, year, edition, pages
2014. , 56 p.
Examensarbete vid Institutionen för geovetenskaper, ISSN 1650-6553 ; 220
Consumer value, Corporate responsibility, Responsible tourism, Sustainable development
IdentifiersURN: urn:nbn:se:uu:diva-235258OAI: oai:DiVA.org:uu-235258DiVA: diva2:759643
Subject / course
Master Programme in Sustainable Development
2014-08-15, Geocentrum, Villavägen 16, Uppsala, 14:36 (English)
Mark-Herbert, Cecilia, ForskareKears, Ben, Forskare