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
Date Written: September 16, 2017
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: Suggested Citation