Who knows what?: The perception of CSR and certification in tourism - an investigative study of the TOURcert certificate
Translated title
Who knows what?
Author
Büsen, Dennis
Term
4. term
Education
Publication year
2012
Pages
62
Abstract
This thesis examines why tour operators engage in Corporate Social Responsibility (CSR), why they pursue TOURcert certification, and what this implies for both companies and consumers. It also explores potential customers’ expectations of CSR and certified operators, and whether these align with operators’ perspectives. Drawing on literature about CSR in tourism, consumer behavior, and the role of certification, the study conducted ten qualitative interviews in a comparable design with multiple case study elements: five with TOURcert-certified tour operators and five with potential consumers interested in CSR-related travel products. Findings indicate that consumers generally trust certifications, but labels rarely determine final booking decisions; they serve mainly as quality signals and information filters in an environment of information overload. Consumers are open to CSR-related travel, suggesting a sales and development potential. Operators pursued certification to document their practices and gain public recognition, and the process revealed internal improvements, greater efficiency, and potential cost savings. However, expectations of increased brand awareness and a strong marketing effect were not met, partly because many consumers do not recognize TOURcert or CSR-based offers. Both operators and the certifying body need to raise awareness to realize marketing benefits. Differing understandings of CSR make it difficult to assess whether certified providers meet customer expectations, and the relative newness of TOURcert limits a full evaluation of its impacts.
Denne afhandling undersøger, hvorfor rejsearrangører arbejder med Corporate Social Responsibility (CSR), hvorfor de lader sig certificere med TOURcert, og hvilke følger det har for både virksomheder og forbrugere. Samtidig belyses potentielle kunders forventninger til CSR og certificerede udbydere, samt om disse stemmer overens med arrangørernes perspektiver. Med udgangspunkt i litteratur om CSR i turisme, forbrugeradfærd og certificeringers rolle blev der gennemført ti kvalitative interviews i et sammenlignende design med multiple casestudie-elementer: fem med TOURcert-certificerede rejsearrangører og fem med potentielle forbrugere med interesse for CSR-relaterede rejseprodukter. Resultaterne peger på, at forbrugere generelt har tillid til certificeringer, men at mærker sjældent er afgørende i den endelige booking; de fungerer primært som kvalitetsindikatorer og som filter i en informationsmættet kontekst. Forbrugerne er positive over for CSR-relaterede rejser, hvilket indikerer et salgs- og udviklingspotentiale. Rejsearrangørerne søgte certificering for at dokumentere deres indsats og synliggøre en anderledes praksis, og processen afdækkede interne forbedringsmuligheder med øget effektivitet og potentielle besparelser. Til gengæld blev forventningerne om større kendskab og tydelig markedsføringseffekt ikke indfriet, bl.a. fordi mange kunder ikke kender TOURcert eller CSR-baserede tilbud. Både arrangører og certificeringsorgan bør derfor øge kendskabet for at realisere markedsføringsgevinster. Forskellige forståelser af CSR gør det desuden vanskeligt at vurdere, om certificerede udbydere lever op til kundernes forventninger, og ordningens relativt nye karakter begrænser en fuld vurdering af dens virkninger.
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