ABSTRACT
Many tourism corporate responsibility (CR) programmes require the support of guests, yet little attention has been paid to the design of strategies to encourage guests’ adoption of responsible behaviours. Research in the areas of tourist interpretation, social marketing and sustainability marketing has examined aspects of this issue across a range of situations. This paper uses a systematic critical literature review of these areas to identify 10 major themes that have been addresses in the research. The evidence presented in these 10 themes was then used generate guidelines for the effective engagement of guests with CR programmes. Strategies based on the 10 guidelines are embedded into a holiday scenario to illustrate their application. The importance of extending CR strategies beyond the immediate confines and concerns of individual tourism businesses is also discussed.
