Corporate Social Responsibility: The Role of Modern Destination Management Organizations

Looking at tourism as an industry affecting different stakeholders, the notion of responsibility is increasingly addressed by destinations. By embracing the concept of Corporate Social Responsibility (CSR), destination management organizations (DMO) take responsibility for their actions towards their environment and stakeholders. A clear definition of a DMO’s area of responsibility however remains unclear. Results of a website analysis and expert interviews show that the DMOs are required to play a manifold role including but not limiting to leadership, support, education, motivation and being a role-model. This paper therefore presents theoretical contribution in terms of managerial roles of a DMO when engaging in CSR.