An exploration of CSR development in heritage tourism

Although research on Corporate Social Responsibility (CSR) in tourism has seen increased attention, few studies have focused on CSR at the micro level. In addition, while stage models of CSR development have been extensively proposed these studies are rarely examined in actual organisations and, hence, lack empirical validity. This article explores the consolidative model of CSR, mainly via employees' but also via visitors' viewpoints in a large heritage tourism organisation. The research locates the organisation within the broad 3 phase-model and notes that differing parts of the organisation may be at different stages. However it is more difficult to locate the organisation within the narrower 7-stage model because of heritage tourism specific characteristics such as intergenerational drivers and cliques.