Eco-Innovative Museums and Visitors’ Perceptions of Corporate Social Responsibility

Abstract

This study assumes that green technologies at tourist destinations are a part of corporate social responsibility (CSR). It investigates how technology-based eco-innovation is related to sustainable development goals (SDGs) and how eco-innovative CSR performance affects tourists’ perceptions of destinations, emotions, and WOM (word of mouth) intentions in the context of sustainability and smart tourism. A dataset collected from the Handok Museum in South Korea was analyzed via a partial least squares (PLS) method, using structural equation modeling. This study examines the link between museum visitors’ awareness of CSR and green technology. The constructs (perceived quality, image, and reputation) are positively correlated with CSR; museum visitors’ emotions are in a parallel relationship with WOM intentions. The results confirm that the green technology implemented in the tourist destination is perceived as CSR by visitors. These technologies have a positive impact on environmental sustainability and contribute to a positive tourist experience. Thus, this paper encourages social responsibility practices at tourist destinations, as well as the development of green technology. This is the first empirical study that demonstrates how the profit-related concept of CSR can be applied to nonprofit organizations, Furthermore, for the first time, the managerial concept of CSR has been reviewed with technology-based eco-innovation in a museum setting.