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CONCEPTUAL DESIGN OF A FINANCIAL APPROACH TO DEVELOPING COMPETITIVE ADVANTAGE THROUGH RESPONSIBLE TOURISM

论文作者:留学生论文网论文属性:硕士毕业论文 dissertation登出时间:2012-01-21编辑:tinkle点击率:9134

论文字数:6894论文编号:org201201212020297605语种:英语 English地区:芬兰价格:$ 88

关键词:CSRtourismconsumer behaviourmodel

摘要:The purpose of this conceptual paper is to structure a model explaining how businesses operating within the field of tourism could gain competitive advantage and improve their financial performance through Corporate Social Responsibility (CSR).

CONCEPTUAL DESIGN OF A FINANCIAL APPROACH TO DEVELOPING COMPETITIVE ADVANTAGE THROUGH RESPONSIBLE TOURISM

ABSTRACT
The purpose of this conceptual paper is to structure a model explaining how businesses operating within the field of tourism could gain competitive advantage and improve their financial performance through Corporate Social Responsibility (CSR). The link between financial performance and CSR has been widely studied, and evidence for positive correlation exists. The concepts of sustainability and responsibility in tourism are on the other hand not clearly defined, leaving room for various interpretations. This may provide an explanation of why currently there are few tourism operators pursuing financial gains through CSR, https://www.51lunwen.org/CorporateSocialResponsibility/2010/0817/1341591025.html  even if studies indicate demand for responsibility. This paper argues that currently no operator/service provider really understands the demand for responsibility and a customer is not able to ask for something of which he has no previous experience. By determining what the real demand for responsibility in tourism means, a company could - by meeting this demand - gain a competitive advantage through a responsible brand and thus improve financial performance. The performance would be measured by revenue, as this is what the consumer choice changes, as well as net income, in order to include the cost of responsible https://www.51lunwen.org/CorporateSocialResponsibility/2010/0817/1341591025.html  actions. Based on the findings of the literature study on CSR, sustainability in tourism and consumer behaviour this paper presents a conceptual framework through which the perceived demand for responsibility in tourism could be translated into increased sales and profits.

INTRODUCTION
Currently, sustainability and corporate social responsibility (CSR) are widely accepted concepts in the world of business. The approach of combining financial and societal goals under CSR has been extensively studied. A number of studies have linked the social and financial performance of a company, finding a positive correlation between these two (Orlitzky et al., 2003; Porter and Kramer, 2006); other research has found https://www.51lunwen.org/CorporateSocialResponsibility/2010/0817/1341591025.html  no evidence of companies being able to perform better in economic terms when using social strategies in their financial planning (Husted and Allen, 2007). However, research has also shown that companies embrace the concept of sustainability and CSR when there is market demand for responsibility in business (Vogel, 2005). Although sustainability is one of the most common axioms in the field of tourism (WTO, 2004), scholarly research that links social and financial performance is limited. The purpose of this conceptual paper is to structure a model that can explain how businesses operating within the field of https://www.51lunwen.org/CorporateSocialResponsibility/2010/0817/1341591025.html  tourism could gain competitive advantage through CSR and improve their financial performance. The paper argues that the reason behind this is that no operator/service provider really understands the existing demand for social responsibility and a customer cannot demand something of which he has no previous experience. By determining the true demand for social responsibility in tourism and meeting it, a company could gain a competitive advantage for its business (responsible brand) and thus improve financial performance measured mainly by revenue (as this is what the consumer choice affects) as well as net income (to include the cost of being responsible).
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