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sustainabilityArticleCorporate Social Responsibility Among Travel andTour Operators in NepalRojan Baniya1,*, Brijesh Thapa1and Min-Seong Kim1,21Department of Tourism, Recreation and Sport Management, University of Florida, Gainesville,FL 32611-8208, USA; [email protected] (B.T.); [email protected] (M.-S.K.)2Department of Management & Marketing, College of Business, Education and Human Development,Louisiana State University, Shreveport, LA 71115, USA*Correspondence: [email protected]; Tel.:+1-352-294-1656Received: 2 April 2019; Accepted: 9 May 2019; Published: 15 May 2019Abstract:Travel and tour operators (TTOs) have become increasingly and positively engaged inCorporate Social Responsibility (CSR) due to increased consumer awareness and responsible businesspractices. However, CSR engagement has not fully permeated the travel and tourism industry inNepal as it is still considered ambiguous. There is a need to identify baseline knowledge, and toinstitute programs and policies for CSR engagement. This study formulated a conceptual model toempirically test the relationship between perceptions of CSR (comparative, benefits and favorability)and its association with the importance, participation and future engagement intentions among TTOsin Nepal. Data were collected via a questionnaire among TTO (n=138) that were registered withthe National Association of Tour and Travel Agents. Based on the results, CSR was deemed to beimportant due to customers’ favorability toward organizations that implemented related activities.This relationship influenced CSR participation and subsequently led to future intentions to engage.Overall, it was apparent that the TTOs which were essentially small and medium enterprises werefocused on CSR implementation largely due to customers’ pressure and/or demand. This studyprovides knowledge to devise appropriate strategies to drive CSR implementation in the tourismindustry via TTO in Nepal.Keywords:travel and tour operators; corporate social responsibility; tourism industry; path analysis;South Asia1. IntroductionCorporate social responsibility (CSR) is now commonly accepted and endorsed by corporations,governments, non-governmental organizations, and consumers. CSR has been stated as “a conceptwhereby companies integrate social and environmental concerns in their business operations and their interactionwith their stakeholders on a voluntary basis” [1]. The allure of CSR is that it intends to fulfill a firm’scommitment to its consumers, employees, community and environment [2]. With the implementationof CSR practices, multiple research themes have been identified to examine its impact on stakeholders,along with associated outcomes such as financial, economic [3,4], and philanthropic ones [5] amongvarious industry sectors [6], including the tourism and hospitality industry [710].

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Term
Winter
Professor
N/A
Tags
Test, Corporate social responsibility, csr engagement

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