Storytelling and sustainability reporting: a case study of the tourism and hospitality industry

Jones, Peter ORCID: 0000-0002-9566-9393 and Comfort, Daphne (2018) Storytelling and sustainability reporting: a case study of the tourism and hospitality industry. International Journal of Management Cases, 20 (3). pp. 44-58.

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Stories, in one form or another, are probably as old as the human race, but in recent years, businesses have increasingly come to recognise the importance of storytelling. The aims of this paper are to provide a range of illustrations of the ways in which some of the leading companies within the tourism and hospitality industry have employed storytelling as part of the sustainability reporting process and to offer some reflections on current approaches to storytelling in sustainability reporting within the industry. The paper begins with an outline of the characteristics of storytelling within the corporate world, reviews the ways storytelling is employed in selected tourism and hospitality companies’ most recent sustainability reports. The paper identifies a number of storytelling formats, namely, photographs and images, video clips, personal messages and cameo case studies, used in the selected companies’ sustainability reports. While such stories often have a strong human impact and can strike emotive chords, the authors would argue that stories can, in part, be potentially misleading in that they do not necessarily fully reflect a company’s sustainability record.

Item Type: Article
Article Type: Article
Uncontrolled Keywords: Stories, storytelling, tourism and hospitality companies, sustainability reports
Subjects: H Social Sciences > HF Commerce > HF5001 Business > HF5387 Business Ethics
Divisions: Schools and Research Institutes > School of Business, Computing and Social Sciences
Research Priority Areas: Applied Business & Technology
Depositing User: Anne Pengelly
Date Deposited: 22 Aug 2018 13:13
Last Modified: 01 Aug 2023 11:11

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