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The Promotion of Responsible Tourism Management Through Digital Media

Camilleri, M.A. (2017) The promotion of responsible tourism management through digital media. Tourism Planning and Development. (Forthcoming).

27 Pages Posted: 19 Sep 2017  

Mark Anthony Camilleri

University of Malta; University of Edinburgh

Date Written: September 16, 2017

Abstract

Tourism businesses are increasingly embracing the dynamics of new digital technologies, as they communicate their responsible initiatives through corporate websites, social media platforms and other interactive channels. Therefore, a quantitative study explores the owner-managers' attitudes on digital media. The methodology integrates measures from technological innovation and corporate social responsibility (CSR) to understand the rationale for using online media to communicate about sustainable and responsible tourism management. The results have indicated that there is a positive and significant relationship between the perceived ease of use and perceived usefulness of digital media (for the promotion of sustainable behaviours and stakeholder engagement). This contribution suggests that communication of responsible tourism management is more effective when it is offered through interactive channels. It implies that there are opportunities for hospitality businesses to enhance their reputation and image as they engage in interactive communications with different stakeholders.

Keywords: Tourism, Technology Acceptance Model, Responsible Tourism, Tourism Management, Digital Media, Stakeholder Engagement

JEL Classification: M10, M14, M15, M16, M30, M31, M300, M310

Suggested Citation

Camilleri, Mark Anthony, The Promotion of Responsible Tourism Management Through Digital Media (September 16, 2017). Camilleri, M.A. (2017) The promotion of responsible tourism management through digital media. Tourism Planning and Development. (Forthcoming). . Available at SSRN: https://ssrn.com/abstract=3037930

Mark Camilleri (Contact Author)

University of Malta ( email )

Msida MSD 2080
Msida MSD 06
Malta

HOME PAGE: http://https://www.um.edu.mt/profile/markacamilleri

University of Edinburgh

27 Buccheluech Place,
The Business School
Edinburgh, Scotland EH8 9JS
United Kingdom

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