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Article
Publication date: 20 June 2018

Ana Pinto Borges, Elvira Pacheco Vieira and Paula Rodrigues

The purpose of this paper is to assess the perception of the city of Porto as a destination engaged with social responsibility practices. The authors intend to analyse if…

Abstract

Purpose

The purpose of this paper is to assess the perception of the city of Porto as a destination engaged with social responsibility practices. The authors intend to analyse if the national and international tourists know the social responsibility practices of the city and if they associate them to the domains of community, environment and customer presented by Öberseder et al. (2014) and the type of CSR image that is presented (Dean, 2002; Lichtenstein et al., 2004; Menon and Kahn, 2003).

Design/methodology/approach

The authors used a survey to assess the perception of the tourist regarding the social responsibility practices of the city of Porto. The authors applied a factorial analysis and a logistic regression.

Findings

The tourists showed an adequate knowledge regarding the social responsibility practices carried out by the city. The respondents separated the dimensions of perceptions of CSR and revealed that they influence the (re)visit and further recommendation of the city. More specifically, the authors also verified that the CSR image and community, environment and customer domains play an important role in the knowledge of the social responsibility practices engaged by the city of Porto.

Originality/value

It is the first time that the scales of Öberseder et al. (2014) and Dean (2002), Lichtenstein et al. (2004) and Menon and Kahn (2003) were applied in the tourism context. Furthermore, considering that the city of Porto presents a high level of growth in tourism related activities, it is important to study the impact of CSR in the development of a sustainable tourism and its impact on the (re)visit and recommendation.

Details

International Journal of Tourism Cities, vol. 5 no. 2
Type: Research Article
ISSN: 2056-5607

Keywords

Article
Publication date: 4 September 2020

Paula Rodrigues, Ana Pinto Borges and Elvira Pacheco Vieira

The purpose of this paper is to evaluate the perception of tourists in relation to corporate social responsibility (CSR) practices in the city of Porto as a tourism…

Abstract

Purpose

The purpose of this paper is to evaluate the perception of tourists in relation to corporate social responsibility (CSR) practices in the city of Porto as a tourism destination in three main domains as follows: community, environment and customer’s perception on the effect of the creation of corporate social responsibility image (CSRI) and if this produces a direct effect in brand love (BL). At the same time, it evaluates the effect of tourist engagement in the BL destination.

Design/methodology/approach

A sample of 958 complete answers that were collected through a questionnaire, which was administered to tourists in the city of Porto is used. The exploratory factor analysis, the confirmatory factor analysis and the structural equation modelling are appliedto analyze the data.

Findings

Empirical results indicate that the city of Porto should invest to increase the CSR activities to develop a positive CSRI in the tourist’s perceptions, thus reinforcing their emotions and engagement. The feelings of BL and brand engagement (BE) are sensations characterized by a strong character that can increase the competitiveness of a tourism destination with favourable and unique associations.

Practical implications

This is the first time that this evaluation has been carried out for the city of Porto, providing useful information to design the destination’s brand identity so as to differentiate it from other competing destinations.

Originality/value

This research aims to fulfil the aforesaid gaps related to the effect of the three dimensions of CSR in the consumer perceptions of CSRI applied to tourism destinations and use the BE and the consumer perception of CSRI to establish a positive relationship, as a BL, with a city destination.

Details

Journal of Place Management and Development, vol. 14 no. 2
Type: Research Article
ISSN: 1753-8335

Keywords

Article
Publication date: 9 August 2018

Ana Pinto Borges, Elvira Pacheco Vieira and João Romão

Serralves em Festa! is a festival of contemporary artistic expression held annually in the city of Porto attracting a large number of national and international tourists…

Abstract

Purpose

Serralves em Festa! is a festival of contemporary artistic expression held annually in the city of Porto attracting a large number of national and international tourists. As there is no entrance fee, the purpose of this paper is to examine the effect of the perceived value through the attendee’s willingness to pay for the event. The authors also describe the respondents (the “cheap talkers”) who indicated that they are willing to pay for a festival but when compared to other groups their opinion is different.

Design/methodology/approach

Considering the socio-economic and demographic characteristics of visitors, their segmentation and satisfaction level, a regression model was created, based on combination of a double hurdle approach with a contingent valuation (CV) analysis.

Findings

The results show that gender and age above 53 years old are more likely to decide to pay for the event, while place of residence, satisfaction, repeated visits and intention to revisit influence the amount of the event’s payment. The cheap talkers are the respondents residing in Portugal.

Practical implications

Possible options for the implementation of an entrance fee or a system of donations are discussed taking into consideration the segmentation of demand. The authors concluded that an organized system of donations, combined with institutional sponsors, limited advertising (also with negative impacts on the perceived authenticity) and merchandising related to the event could contribute for an increment of the revenues related to the festival. Other implications related to the cultural and economic impacts on the city are also addressed.

Originality/value

It was combined a double hurdle approach with a CV method based on a segmentation of the public, which influences the propensity to pay for the event. This paper makes a contribution to the literature by seeking to deal with the cheap talk problem in CV methods by observing the comparison of the amount of the event’s payment between groups.

Details

International Journal of Event and Festival Management, vol. 9 no. 3
Type: Research Article
ISSN: 1758-2954

Keywords

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