Purpose The purpose of this paper is to examine the effect of a destination positioning itself as a responsible tourist destination to improve its image. Design/methodology/approach A review of the literature pertaining to responsible tourism management, crime risk and destination image....

This paper investigates the threats to brand integrity in the hospitality sector where the brand owner is separated from the service provider and runs the risk of falling foul of cheating behaviour. It takes the case of the Shamrock bed and breakfast brand in the Irish tourist market. The...