RESOURCES
RESOURCES: PAPERS & PRESENTATIONS
| Author : | Karen Hughes & Gianna Moscardo |
|---|---|
| School/Work Place : | University of Queensland & James Cook University, Australia |
| Contact : | k.hughes2@uq.edu.au |
| Year : | 2016 |
| OPA : | 2016 Outstanding Paper Award Winner |
Many tourism corporate responsibility programs require
the support and/or compliance of guests or customers, yet little attention has
been paid to the design of strategies to encourage this compliance. Research in the areas of tourist
interpretation, social marketing and sustainability marketing has all addressed
aspects of this issue across a range of situations. A review of this literature is used to
generate principles for the design and implementation of effective strategies
to support customer compliance with CR programs in tourism businesses. Implementation of these principles is
demonstrated through two contrasting holiday scenarios. Suggestions for extending CR strategies
beyond the immediate confines and concerns of individual tourism businesses are
also presented.
