Measuring and Examining the Relevance of Discretionary Corporate Social Responsibility in Tourism: Some Preliminary Evidence from the U.K. Conference Sector

This article investigates the implementation of environmentally focused discretionary corporate social responsibility (CSR) within the U.K. conference sector. A new framework is proposed that organizes and communicates information detailing business performance regarding 10 environmental policy initiatives (expressed by the acronym GREENER) using a CSR response scale (expressed by the acronym VENUE). This GREENER VENUE framework fills a void in the CSR literature by focusing on discretionary practices, by exhibiting psychometric and conceptual properties enabling its application within a multitude of contexts. Grounded in theory, the framework is simple to implement, practical, easily understandable, and highly relatable. Applying the GREENER VENUE framework to data collected via a self-administered Internet questionnaire of the U.K. conference sector reveals the majority of conference venues are classified as Eager. The study also examines the efficacy of the proposed framework toward influencing U.K. venues' performance on a range of environmentally friendly best practices relative to environmental accreditation.