Get 20M+ Full-Text Papers For Less Than $1.50/day. Start a 14-Day Trial for You or Your Team.

Learn More →

Examining the prominence and congruence of organizational corporate social responsibility (CSR) communication in medical tourism provider websites

Examining the prominence and congruence of organizational corporate social responsibility (CSR)... This study examines the prominence and congruence or “fit” between corporate social responsibility (CSR) activities and medical tourism providers (MTPs). In doing so, this study seeks to understand the forms of CSR commonly used in the marketing of health-care services by international MTPs.Design/methodology/approachExploratory quantitative content analysis methods are used to examine CSR communication provided by MTPs. Descriptive statistics and analyses of variance are used to analyze the data.FindingsResults show that 22% of MTP websites provided CSR information. There was a high degree of congruence or “fit” between the MTPs and the CSR. Furthermore, each MTP averaged between three and six CSR engagements demonstrating a commitment to not only the practice of CSR but also the stakeholders and communities who benefit.Research limitations/implicationsThis analysis focused on organizational websites and did not examine CSR communications delivered through alternative media channels (e.g. digital platforms, promotional brochures, print advertising, etc.).Practical implicationsThis study adds to the CSR framework in the medical tourism context by discovering what forms of CSR are commonly used in the marketing and promotion of international health services and further analyzes the strategic communication techniques used to deliver these messages.Social implicationsCSR is argued to have direct impacts on employee satisfaction, investor relations and consumer behavior; therefore, current findings may contribute to the development of measurement tools for empirical studies that test relationships between the persuasiveness of CSR messages on the attitudes of medical tourists.Originality/valueResearch inquiries into the CSR strategic communication practices help to identify strengths and opportunities, while informing reputation management and relationship-building practices. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Hospitality and Tourism Insights Emerald Publishing

Examining the prominence and congruence of organizational corporate social responsibility (CSR) communication in medical tourism provider websites

Loading next page...
 
/lp/emerald-publishing/examining-the-prominence-and-congruence-of-organizational-corporate-sTCVs0QoR0

References (58)

Publisher
Emerald Publishing
Copyright
© Emerald Publishing Limited
ISSN
2514-9792
DOI
10.1108/jhti-06-2021-0136
Publisher site
See Article on Publisher Site

Abstract

This study examines the prominence and congruence or “fit” between corporate social responsibility (CSR) activities and medical tourism providers (MTPs). In doing so, this study seeks to understand the forms of CSR commonly used in the marketing of health-care services by international MTPs.Design/methodology/approachExploratory quantitative content analysis methods are used to examine CSR communication provided by MTPs. Descriptive statistics and analyses of variance are used to analyze the data.FindingsResults show that 22% of MTP websites provided CSR information. There was a high degree of congruence or “fit” between the MTPs and the CSR. Furthermore, each MTP averaged between three and six CSR engagements demonstrating a commitment to not only the practice of CSR but also the stakeholders and communities who benefit.Research limitations/implicationsThis analysis focused on organizational websites and did not examine CSR communications delivered through alternative media channels (e.g. digital platforms, promotional brochures, print advertising, etc.).Practical implicationsThis study adds to the CSR framework in the medical tourism context by discovering what forms of CSR are commonly used in the marketing and promotion of international health services and further analyzes the strategic communication techniques used to deliver these messages.Social implicationsCSR is argued to have direct impacts on employee satisfaction, investor relations and consumer behavior; therefore, current findings may contribute to the development of measurement tools for empirical studies that test relationships between the persuasiveness of CSR messages on the attitudes of medical tourists.Originality/valueResearch inquiries into the CSR strategic communication practices help to identify strengths and opportunities, while informing reputation management and relationship-building practices.

Journal

Journal of Hospitality and Tourism InsightsEmerald Publishing

Published: Jan 20, 2023

Keywords: Corporate social responsibility (CSR); Health destination marketing; Congruence; Medical tourism; CSR communication

There are no references for this article.