The KAC-CSR Model in the Tourism Sector

This article carries out, for the first time in the scientific literature, an integrated analysis of the variables of knowledge, application, and communication of CSR in an economic sector (in this case, tourism), through the application of a novel model called KAC-CSR (knowledge, application, and communication of corporate social responsibility);this model interrelates the three concepts and the possible factors causing them. The objective is to identify the possible causal relationships among these CSR variables and their respective determining factors. In practice, this implies carrying out a first empirical verification of the proposed model, seeking to determine its viability as an explanatory tool. Applying the structural equation modeling (SEM) approach, using partial least squares (PLS), to a sample of 224 hotels in the Colombian Caribbean region, this analysis verifies the proposed model and specifies its characteristics. This study finds that a greater degree of advanced CSR knowledge lends itself to a greater degree of CSR application. This, in turn, positively influences CSR communication. Likewise, motivations have a positive influence on CSR application, particularly in economic and social activities, while obstacles have a negative influence on CSR application. Moreover, different characteristics of the manager and the hotels determine the levels of knowledge, application, and communication of CSR. The paper also provides evidence on the determining factors influencing the ‘knowledge–application–communication' sequence of CSR, an aspect not studied until now. Future research should consider more stakeholders and replicate the KAC-CSR model in other economic sectors and geographical areas.

China Viewed by the West before COVID-19: Spaniards’ Perceptions and Knowledge of China as a Tourist Destination

China is not only becoming a major international tourist destination, and it also has huge potential as an issuing market. Spain, meanwhile, has long ranked among the world’s top tourist destinations, and as an issuing market, it is gradually growing in importance. There is high potential for an increase in tourist flows between Spain and China in both directions. This paper analyses Spaniards’ perceptions of China as a country and as a tourist destination and their familiarity with the reality of this Asiatic country, before the first news about COVID-19. Likewise, it aims to identify possible factors that might inhibit Spaniards from traveling on holiday to China while also offering an initial insight into Spain’s future potential as an issuing market to China. For this purpose, 1063 interviews were conducted and analyzed. The results point to a strong potential intention by Spaniards to visit China, although it also reveals very little familiarity with the reality of China as a tourist destination, except for its two major symbols, Beijing and the Great Wall. The results also seem to indicate the existence of big travel inhibitors among certain segments, mainly related to the travel costs, politics and safety, environmental issues, and a lack of awareness of the quality standards of China’s tourist sector. Future studies should analyze the changes that the pandemic may have produced in China’s image.