What is it about?
A follow-up paper to "Volunteer tourism, greenwashing and understanding responsible marketing using market signalling theory" -Smith & Font, Journal of Sustainable Tourism, 2014. This paper examines whether volunteer tourism organisations are prepared to learn from feedback on the quality of their responsibility communications, and consider whether analysis and communication of results can influence market improvement over the 2 years between website content analysis.
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Why is it important?
The paper applies sustainability marketing literature to explain the changes in responsibility communication performance using an innovative tool to benchmark and audit responsibility in online marketing content and providing insight into how best practice marketing necessitates responsible operations. The authors report mixed results on how communicating results has encouraged change and industry improvement in responsibility, based on previous research that showed responsibility to be communicated inconsistently at best, potentially greenwashing at worst, across organisations, product types and responsible values.
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This page is a summary of: Marketing and communication of responsibility in volunteer tourism, Worldwide Hospitality and Tourism Themes, April 2015, Emerald,
DOI: 10.1108/whatt-12-2014-0050.
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