Responsible Tourism and the Tourism Industry: A Demand and Supply Perspective - Responsible Tourism: Critical Issues for Conservation and Development - page 92

Corporate Social
Responsibility

Values Industry Factors Financial

Performance

Corporate
Citizenship

Responsible
Management
Intention

Non-financial
Performance

Responsible
Tourism
Management

Industry Factors Organisational

Commitment

Figure 5.2 Conceptual framework of the effect of management
attitude on performance

Frey's (2007a) analysis of the data showed that despite the positive attitudes and
perceptions of tourism managers towards RTM, evidence of employee training,
local procurement and HIV/Aids policies is limited. The six categories from the
2005 BEE Tourism Charter and Scorecard: ownership, strategic representation,
employment equity, skills development, preferential procurement, enterprise
development and corporate social investment (CSI) were used to determine what
the actual level of RTM in the tourism industry is and were measured, weighted
and grouped into five categories: very low (3 per cent), low (44 per cent),
medium (25 per cent), high (19 per cent) and very high (9 per cent) (see Figure
5.3). Of the sample, 47 per cent show limited evidence of RTM practices. This
finding highlights the fact that, despite managers holding and communicating
positive attitudes towards RTM, these attitudes are not translating into the desired
management changes required to reach the greater objectives of responsible
tourism.
The traditional view of attitudes leading to behaviour thus does not hold.
Numerous studies have investigated the relationship between environmental
values and environmental behaviour and whilst several authors (for example,
Meinhold and Malkus, 2005; Schultz et al, 2005; Stern et al, 1999) found a
positive association between the two constructs, a more global environmental
perspective shows inconsistencies between attitude and behaviour. A German
panel-study found that respondents who had a high ecological orientation
travelled longer distances and had a significant carbon footprint (Böhler et al,
2006). Frey (2007a) noted that the factors that are disrupting the linear relation-