Tourism CSR Model during the COVID-19 Pandemic: Literature Review

Post Graduate Programme, Universitas Sebelas Maret, Surakarta, Indonesia

^* Corresponding author: rahesli64@staff.uns.ac.id

Abstract

This research aims to study the potential development of tourism Corporate Social Responsibility (CSR) model during COVID-19 pandemic, through creating framework of tourism CSR model compatible to increase the tourist visit rate. Research method employed was literature review with qualitative approach. The result of research showed COVID-19 pandemic condition conceived through risk society theory. Theoreticians raised reflexivity concept to see abilities of responding to and anticipating risk. CSR is a business policy guiding company to integrate social and environmental problem into their business vision, mission, and strategy, and their interaction with stakeholders. Strategy development and CSR implementation are intended to identify and to manage stakeholders’ expectation. Tourism CSR model during COVID-19 pandemic can be developed based on stakeholder reflexivity, offering 5 stages: identify learning goals, focus on specific problem at work, reflect on personal predispositions, learn about learning, and develop reflexivity. Stakeholder analysis generates basic dimensions of advantage and perceived threat, perceived social impact, guidance value and principle, guideline of ethical decision making, and stakeholders’ information need. Stakeholder reflexivity can result in decision to revise more health protocol-oriented program. Image as a safe destination will increase the tourist visit.