Corporate Social Responsibility Among Travel and Tour Operators in Nepal
Travel and tour operators (TTOs) have become increasingly and positively engaged in Corporate Social Responsibility (CSR) due to increased consumer awareness and responsible business practices. However, CSR engagement has not fully permeated the travel and tourism industry in Nepal as it is still co...
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doaj-668f0a51a815410f920e9825e1bf1ee82020-11-25T02:03:47ZengMDPI AGSustainability2071-10502019-05-011110277110.3390/su11102771su11102771Corporate Social Responsibility Among Travel and Tour Operators in NepalRojan Baniya0Brijesh Thapa1Min-Seong Kim2Department of Tourism, Recreation and Sport Management, University of Florida, Gainesville, FL 32611-8208, USADepartment of Tourism, Recreation and Sport Management, University of Florida, Gainesville, FL 32611-8208, USADepartment of Tourism, Recreation and Sport Management, University of Florida, Gainesville, FL 32611-8208, USATravel and tour operators (TTOs) have become increasingly and positively engaged in Corporate Social Responsibility (CSR) due to increased consumer awareness and responsible business practices. However, CSR engagement has not fully permeated the travel and tourism industry in Nepal as it is still considered ambiguous. There is a need to identify baseline knowledge, and to institute programs and policies for CSR engagement. This study formulated a conceptual model to empirically test the relationship between perceptions of CSR (comparative, benefits and favorability) and its association with the importance, participation and future engagement intentions among TTOs in Nepal. Data were collected via a questionnaire among TTO (<i>n</i> = 138) that were registered with the National Association of Tour and Travel Agents. Based on the results, CSR was deemed to be important 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 were focused on CSR implementation largely due to customers’ pressure and/or demand. This study provides knowledge to devise appropriate strategies to drive CSR implementation in the tourism industry via TTO in Nepal.https://www.mdpi.com/2071-1050/11/10/2771travel and tour operatorscorporate social responsibilitytourism industrypath analysisSouth Asia |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Rojan Baniya Brijesh Thapa Min-Seong Kim |
spellingShingle |
Rojan Baniya Brijesh Thapa Min-Seong Kim Corporate Social Responsibility Among Travel and Tour Operators in Nepal Sustainability travel and tour operators corporate social responsibility tourism industry path analysis South Asia |
author_facet |
Rojan Baniya Brijesh Thapa Min-Seong Kim |
author_sort |
Rojan Baniya |
title |
Corporate Social Responsibility Among Travel and Tour Operators in Nepal |
title_short |
Corporate Social Responsibility Among Travel and Tour Operators in Nepal |
title_full |
Corporate Social Responsibility Among Travel and Tour Operators in Nepal |
title_fullStr |
Corporate Social Responsibility Among Travel and Tour Operators in Nepal |
title_full_unstemmed |
Corporate Social Responsibility Among Travel and Tour Operators in Nepal |
title_sort |
corporate social responsibility among travel and tour operators in nepal |
publisher |
MDPI AG |
series |
Sustainability |
issn |
2071-1050 |
publishDate |
2019-05-01 |
description |
Travel and tour operators (TTOs) have become increasingly and positively engaged in Corporate Social Responsibility (CSR) due to increased consumer awareness and responsible business practices. However, CSR engagement has not fully permeated the travel and tourism industry in Nepal as it is still considered ambiguous. There is a need to identify baseline knowledge, and to institute programs and policies for CSR engagement. This study formulated a conceptual model to empirically test the relationship between perceptions of CSR (comparative, benefits and favorability) and its association with the importance, participation and future engagement intentions among TTOs in Nepal. Data were collected via a questionnaire among TTO (<i>n</i> = 138) that were registered with the National Association of Tour and Travel Agents. Based on the results, CSR was deemed to be important 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 were focused on CSR implementation largely due to customers’ pressure and/or demand. This study provides knowledge to devise appropriate strategies to drive CSR implementation in the tourism industry via TTO in Nepal. |
topic |
travel and tour operators corporate social responsibility tourism industry path analysis South Asia |
url |
https://www.mdpi.com/2071-1050/11/10/2771 |
work_keys_str_mv |
AT rojanbaniya corporatesocialresponsibilityamongtravelandtouroperatorsinnepal AT brijeshthapa corporatesocialresponsibilityamongtravelandtouroperatorsinnepal AT minseongkim corporatesocialresponsibilityamongtravelandtouroperatorsinnepal |
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