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Corporate Social Responsibility Among Travel and Tour Operators in Nepal

Author

Listed:
  • Rojan Baniya

    (Department of Tourism, Recreation and Sport Management, University of Florida, Gainesville, FL 32611-8208, USA)

  • Brijesh Thapa

    (Department of Tourism, Recreation and Sport Management, University of Florida, Gainesville, FL 32611-8208, USA)

  • Min-Seong Kim

    (Department of Tourism, Recreation and Sport Management, University of Florida, Gainesville, FL 32611-8208, USA
    Department of Management & Marketing, College of Business, Education and Human Development, Louisiana State University, Shreveport, LA 71115, USA)

Abstract

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 ( n = 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.

Suggested Citation

  • Rojan Baniya & Brijesh Thapa & Min-Seong Kim, 2019. "Corporate Social Responsibility Among Travel and Tour Operators in Nepal," Sustainability, MDPI, vol. 11(10), pages 1-13, May.
    • Handle: RePEc:gam:jsusta:v:11:y:2019:i:10:p:2771-:d:231230
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    References listed on IDEAS

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    Cited by:

    1. Bijay Sigdel & Fuangfa Amponstira, 2020. "Effect of Corporate Social Responsibility on Firms Profitability: A Study on Small and Medium Enterprises in Pokhara City, Nepal," International Business Research, Canadian Center of Science and Education, vol. 13(10), pages 1-76, October.
    2. Eneko Ibarnia & Lluís Garay & Antonio Guevara, 2020. "Corporate Social Responsibility (CSR) in the Travel Supply Chain: A Literature Review," Sustainability, MDPI, vol. 12(23), pages 1-21, December.
    3. Rojan Baniya & Brijesh Thapa, 2021. "CSR Communication among Tourism SMEs through Their Websites," Tourism and Hospitality, MDPI, vol. 2(3), pages 1-8, August.
    4. Oliver Mtapuri & Mark Anthony Camilleri & Anna Dłużewska, 2022. "Advancing community‐based tourism approaches for the sustainable development of destinations," Sustainable Development, John Wiley & Sons, Ltd., vol. 30(3), pages 423-432, June.
    5. Arun Madanaguli & Shalini Srivastava & Alberto Ferraris & Amandeep Dhir, 2022. "Corporate social responsibility and sustainability in the tourism sector: A systematic literature review and future outlook," Sustainable Development, John Wiley & Sons, Ltd., vol. 30(3), pages 447-461, June.

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