Excerpt from: Camilleri, M.A. (2017) The promotion of responsible tourism management through digital media. Tourism Planning and Development. (forthcoming). http://dx.doi.org/10.1080/21568316.2017.1393772 Download this paper
Managers and executives are in a position to amplify the effectiveness of their company’s CSR communication efforts. They should decide what to communicate (i.e. message content) and where to communicate (i.e. message channel) to reach out to different stakeholders. This study has identified and analysed the determinants which explain the rationale for the utilisation of digital media for CSR reporting. Previous academic research may have paid limited attention to the engagement of ICT among small businesses within the retail industry. In this case, the research findings suggest that digital technologies and applications were found to be useful for the promotion of social and sustainable activities. This implies that the use of digital media can be viewed as a critical success factor that may lead to an increased engagement with stakeholders.
In the past, CSR practices have provided a good opportunity for hotels and restaurants to raise their profile in the communities around them. Very often, businesses have communicated their motives and rationales behind their CSR programmes in conventional media. Today, companies have additional media outlets at their disposal. Savvy businesses are already promoting their responsible entrepreneurship initiatives as they are featured in different media outlets (e.g., The Guardian Sustainability Blog, CSRwire, Triple Pundit and The CSR Blog in Forbes among others). In addition, there are instances where consumers themselves, out of their own volition are becoming ambassadors of trustworthy businesses. On the other hand, there are stakeholders who are becoming skeptical on certain posturing behaviours and greenwashing (Vorvoreanu, 2009). Generally, digital communications and traditional media will help to improve the corporate image and reputation of firms. Moreover, positive publicity may lead to forging long lasting relationships with stakeholders. Hence, corporate web sites with user-centred designs that enable interactive information-sharing possibilities including widgets and plugins will help to promote the businesses’ CSR credentials (Font et al., 2012). Inter-operability and collaboration across different social media may help tourism businesses to connect with all stakeholders.
This contribution suggests that there is potential for marketers to create an online forum where prospects or web visitors can engage with their business in real time. These days, marketing is all about keeping and maintaining a two-way relationship with consumers, by listening to their needs and wants. Digital marketing is an effective tool for consumer engagement. A growing number of businesses have learnt how to collaborate with consumers on product development, service enhancement and promotion (Xiang & Gretzel, 2010). Successful companies are increasingly involving their customers in all aspects of marketing. They join online conversations as they value their stakeholders’ attitudes, opinions and perceptions. Today, ubiquitous social media networks are being used by millions of users every day. In a sense, it may appear that digital media has reinforced the role of public relations. These contemporary marketing communications strategies complement well with CSR communication and sustainability reporting. In conclusion, this contribution encourages hospitality owner managers to use digital channels to raise awareness of their societal engagement, environmentally sustainable practices and governance procedures among their stakeholders.