Reconnaissance of philanthropy
Journal
Annals of Tourism Research
Date Issued
September 2019
Abstract
The amount of academic attention given to the notion of philanthropy has increased recently. Despite its significance at an organizational and societal level, philanthropy remains a rather obscure notion – an issue that the present study aims to address. In-depth interviews were conducted with owners of organizations within a rural tourism context who were reciprocally appreciated for their anthropocentricity. The findings reveal that philanthropy should not be restricted to financial aid or charity organizations; it should be expressed with intangible offerings and channeled towards customers and employees alike. The research outcomes make it possible to construct a theoretical conceptual diagram to guide both future researchers and managers of organizations who aspire to acquire a more anthropocentric stance.