Embedding Corporate Meetings with a Social Responsibility Orientation into Community-Based Tourism: Understanding Employee Attitudes

Abstract

This article examines a unique aspect of the business travel industry whereby organizations worldwide are conducting corporate meetings within a socially responsible context. The aim of this study is to identify drivers of employee citizenship behaviors for staff participating in a novel program called MICE for COMMUNITY in Thailand. A mixed method approach included interviews and a self-report questionnaire of 245 employees visiting a rural community. Interview findings found that community understanding, self-esteem, and community fit were critical aspects of a positive staff experience. The strongest predictors of positive word of mouth and positive attitude toward revisiting the host community were community understanding and perceived community value. Novel predictors tested extend our understanding of employee citizenship. Key recommendations are made for government agencies involved in facilitating corporate meetings with a social responsibility orientation, nongovernment organizations, and corporate policy-makers involved in corporate social responsibility (CSR) programs.