Bachelor of Arts (Honours)

International Hospitality and Tourism Management

Honours Project

Title : Article Review of “The Promotion of Responsible

Tourism Management Through Digital Media”

Lecturer: Mr Norman Hassan

Matriculation Number: 19011524

Word Count: 4,007 words

Table of Contents

Introduction....................................................................................................................3

Critique Content.............................................................................................................4

Abstract......................................................................................................................................4

Introduction...............................................................................................................................4

Research Question...................................................................................................................6

Conceptual Framework...........................................................................................................6

Hypothesis Formulation..........................................................................................................8

Methodology..............................................................................................................................8

Data Analysis..........................................................................................................................10

Discussion...............................................................................................................................11

Implications & Conclusion....................................................................................................11

Limitations...............................................................................................................................12

Conclusion....................................................................................................................13

References....................................................................................................................14

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Introduction
This paper is written to closely critique, analyse and review the journal article written by
Mark Anthony Camilleri titled “The Promotion of Responsible Tourism Management
Through Digital Media”. This journal article was written and published into the Tourism
Planning and Development journal in 2017. This research paper was chosen to be critiqued
due to multiple of reasons; firstly, responsible and sustainable tourism has recently become
a contemporary trend in the industry (Nyorani, 2020; Smith Travel Research, 2019). In
addition, it aims to contribute to the future studies on responsible tourism promotions in
relations to digital media, as it paves the way for delving deeper in the tourism industry in
particular.

The contents of this paper will be sectioned off into nine sub-topics; in sequence - Abstract,
Introduction, Research Question, Conceptual Framework, Hypothesis Formulation,
Methodology, Data Analysis, Discussion, Implications & Conclusions and lastly, Limitations.
Following the main content, there will be a conclusion to sum up the critique of the whole
paper. This paper aims to recognize the strengths and difficulties of the approach used by
the research groups, and to improve their comprehension of academic journals by
analysing the strong points and limitations of this research paper.

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Critique Content
Abstract
A great abstract should enable its readers to assess if or not the research is relevant and if
it is worth reading, as well as providing a clearly defined summary of the research inclusive
of the study topic, dataset, method or approach, findings and recommendations (Coughlan,
Cronin and Ryan, 2007). According to Sanganyado (2019), an abstract should be concise
and direct and on average of 250 words or less, which in line, the chosen article has
exactly 141 words. Nonetheless, even with such a short abstract, the author has conveyed
over the necessary main points to keep readers interested as well as relay any points to
readers in terms of relevance to what they are searching for.

However, the use of more sophisticated words by the author may pose a challenge for less
proficient English readers. In addition, the author has failed to describe more about its
approached methodology but instead, only explained what the method’s results will yield.
Hence, it is recommended that the author should write his abstract in a more descriptive
way by carrying more information about the approach. He can achieve this using more
simple, understandable vocabulary for the ease of reading as well as serving its purpose of
relaying more definitive information on what the article discusses.

Introduction
According to Armaga (2013), the primary purpose of an introduction is to offer readers
the basic details without prompting them to review preceding studies or reports. The
introduction should also be presenting insight into the findings of a specific study and
written using simple present tense (Armaga, 2013). Furthermore after addressing
fundamental facts, the purpose of the research are typically definitively indicated instantly
(Armaga, 2013). True to this, the author has written the introduction with the proper
structure and grammar. In addition, the author has started off his introduction with the
problems and issues of responsible tourism in co-relation with digital media and its ripple
effects as stated in a journal article written by Bassett and Bassett (2003), stating that the
issues and problems observed that has led to the research should be stated as well as the
aim of the whole study. As for the latter, it is not very clearly stated in a single sentence of
what exactly the aim of the study is, however, the author has written the introduction with a
good flow that will not confuse readers.

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5
The author has started off the introduction very well; with explaining what the tourism sector
has experienced in relations with promoting responsible tourism through digital media as
well as stating that the usage of communicating their efforts on being social and
environmentally responsible has proven to be vital. It is also discussed that with using
digital media to disclose their efforts and passion, it may be easier to connect with and
reach a larger market. However, according to the author’s research, due to the fact that
releasing their CSR (corporate social responsibility) efforts, will affect many areas of the
company such as its brand image, customer loyalty as well as reputation, he suggests that
their CSR reports to not be described or stated in a way of hyperbole but rather in a more
transparent, more fair way as stated in the end of the first paragraph of the introduction.

In the second paragraph of the introduction, it can be seen that the author has strayed
away from the main aim and topic of the research, by explaining facts, giving examples and
benefits on CSR instead of explaining and providing more information and background on
digital media and how it can help to promote or affect responsible tourism. However, as he
progresses onto the end of the introduction, he manages to pull it all together and
reintroduce digital media and how it affects the perceptions on the stakeholders of the
industry.

The overall flow of the introduction is reasonable, however there are a few improvements
that the author could have done. For instance, he could have explained more about the
background of what promotion of responsible tourism through digital media is and if it has a
long history, more on what digital media can do for responsible tourism as well as more
information pertaining to what responsible tourism is and what its benefits are for the
society as well as the environment. In addition, yet again, it is recommended that the author
should use simpler words more in his research rather than bombastic words that not all
readers may be able to understand; such as the usage of the word “underpinning”. Other
than that, according to The Microsoft 365 Team (2020), at the end of introductions, authors
typically include six crucial components; overview, prior research, study rationale,
methodology description, thesis statement and lastly, an outline. The author has only
accomplished half of this list; which is to provide an overview, studied previous researches
on the issue, included a rationale as well as a thesis statement in his introduction.
However, he has failed briefly explain what the methodology used will be as well as an
outline of the whole paper. In terms of aesthetic, it is recommended that the author should
have split the paragraphs into three paragraphs instead of only two as it will be easier on
the reader’s eyes.

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Research Question
Most research paper have well written and thought out research questions. Ratan, Anand
and Ratan (2019) argued that good research questions are the foundation of a successful
research article; which is among the key significant approaches to the study as it reinforces
a concentrated argumentative topic and creates rational arguments for the paper. On the
flip side, according to Agee (2009), good questions do not inherently result in a good study,
however badly developed or designed questions are more likely to generate issues that
influence other consequent study steps. The author has written this section of his paper in
an unorthodox way by stating his rationale in a more clear statement in this section of his
research paper, instead of in his introduction. He has discussed in a more descriptive and
detailed way about the issues and areas of concern in regards to tourism industry
companies CSR as well as their perceptions on CSR. He has stated three models,
frameworks and/or theories that will be utilised in his study.

Overall, the flow and writing style of this section, is well-written and fairly easy to
understand and read. However, it begs a question on whether this section is on a research
question or rather a formulation of the research problem.

Conceptual Framework
Conceptual frameworks are a series of interconnected ideas which offer an extensive
explanation of a phenomenon (Jabareen, 2009). A stated by McGaghie, Bordage and Shea
(2001), the conceptual framework paves the way for presenting the particular research
question that directs the study. The conceptual framework is important because it
emphasizes the motives of a study in terms of its value to study, the researcher’s
conclusions and how the author bases his/her views (Adom, Hussein and Agyem, 2018).
Additionally, it defines the motion necessary during the analysis, considering the
perspectives of past studies and their findings upon this research topic (Regoniel, 2015).

The author has chosen to combine both the literature review and the conceptual framework
under the same section, explaining the findings and information from other research papers
as well as his perspective on the issue. Normally, researchers will do a literature review

7
under a separate section however, the terms “conceptual framework” and “literature review”
are interchangeable (Rocco and Plakhotnik, 2009).

8
In this section, the author reviews literature of previous researches on the topic. These
researches that he has done a literature review on discusses many important points of
discussion. To start off, the author discusses the main points of CSR communications and
what it does for the tourism and hospitality company that incorporates it into their
strategies. There is a balance in research information that the author has brought out,
demonstrating that he has done research on both side of the argument. In the following
paragraphs explain into more detail on how communication with stakeholders about
environmental and social initiatives will affect the industry companies in both a good and
bad way. Moreover, he has included importance of incorporating these information to
conveying such information to stakeholders in order to offer readers with more information
on the topic.

Not only does he focus on the CSR information itself, however he takes into consideration
the themes of the websites in terms of aesthetic and ease of use or access that contain
such data from the consumer’s perspectives. Besides that, the last few paragraphs of this
section discusses mainly about interactive communication through social network
platforms or social media that have an effect on stakeholder or consumer behaviour and
perspectives on the industry as well as the companies that are associated with hospitality
and tourism. This shows that the author has taken into consideration the upcoming trends
and has stayed contemporary with current habits of the society; seeing as social media is
becoming more popular these days especially with consumers from the Millennial
generation that are affecting change in the tourism industry (Fromm, 2017).

In summary, this conceptual framework is written well and very descriptive; giving its
readers full information needed to understand the study and its intent. The style of writing
this section in his research paper, has good flow of information that will not confuse
readers. The author has used more simpler vocabulary as well, which is easier to
understand. The author has also included examples that will provide the readers with a
more conclusive perspective and better aid their understanding of the research. This
section is well balanced in viewpoints, which is important in a research paper. This is
because a literature review should have a comprehensive personal yet impartial overview
of the facts, offering a balance of opinions, that involves contradictory conclusions and
anomalies (Winchester and Salji, 2016). At the end of the section, the author has included
a small conclusion of the literature review; summing up his perspectives that align with the
literature that has been reviewed. Nevertheless, the author could improve on making this

9
section shorter and more concise to be better understood, as it is too long and takes up
approximately three pages in length.

Hypothesis Formulation
A hypothesis is a specific and provable claim of results of the analysis that the researcher
anticipates (McLeod, 2018). The author of the chosen research paper has produced four
hypotheses in total. All examining different aspects and considering different factors in the
research. Before explaining his hypotheses, he has given an extensive explanation and
insights on why the hypotheses were formulated. This makes it even easier for the readers
to fully comprehend the research. By considering different aspects of the study such as
taking into account the owner-managers of a tourism or hospitality company that may not
be tech-savvy, will make the study more accurate.

The first two hypotheses are nondirectional alternative hypotheses, stating that there is a
relationship between technological innovation pace and online reporting or digital media.
Nondirectional alternative hypotheses asserts that there is a correlation between the two
variables but there is no proof that these variables are driven in a particular path (Shin and
Lu, 2018, pp.675–677). The third hypothesis resembles a positive directional hypothesis
which according to Shin and Lu (2018), asserts the correlation between the two variables,
driving it into a particular direction. Lastly, the fourth hypothesis resembles a null
hypothesis that does not necessarily state the correlation of the two variables (Kalaian and
Kasim, 2011).

The hypothesis formulation is written very well and is easily understandable for readers.
The use of descriptive words and information serves its purpose and is well incorporated
with its main point of the section; formulating the hypotheses. Although this section is
written very well, the author has included information inside brackets ever so often that may
not be aesthetically pleasing nor easy to read as of such. Instead, star symbols and footers
should be used to further clarify the sentence if needed, instead of using brackets.

Methodology
As per Leedy and Ormrod (2001), methodology is described as the researcher’s overall
proposal to the process of the research study. In other words, methodology is an overall

10
research strategy which specifies how a research study would be conducted and which
methods ought to be utilized (Ugwuoqo, 2016).

11
The survey was conducted in a small country in Europe. Though it is a small country, more
than half of its total residents (approx. 420.1 thousand in 2017) have access and utilise the
internet and social media according to statistics from the years 2017 to 2020 (Kepiso,
2020). This shows that the destination for the survey to be taken is viable. Comparatively,
there are only 202 total responses (51%) from the survey of 395 samples of all owner-
managers of hospitality businesses in Malta. Based on an article by Littler (2020), if a
bigger sample size was used, there would be more data that would solidify the results and
research overall.

The author has stated in the abstract that this research is a quantitative study, but did not
repeat this statement in the methodology section. It is recommended that he should have
stated it once again. This is because studies have shown that repeating vital information
like this could prove to be more useful for readers to remember if mentioned more than
once (Zhan et al., 2018). Aside from that, if the reader may have overlooked the statement
in the abstract, they may be able to get an answer to what type of study this is from the
introduction of the methodology section. With accordance to this, it is suggested that the
author should have incorporated mixed methods of both quantitative and qualitative
methods of research in their methodology. The reason for this is that qualitative data offers
an in-depth interpretation of the responses and quantitative data offer a detailed evaluation
of response trends (Driscoll et al., 2007). In addition, this mixed methods is derived from
the researchers' ability to see social qualities and the complexities more explicitly,
whilst  acknowledging the limits (Brannen and Moss, 2012). Nevertheless, there may be
reasons as to why mixed methods were not utilised in this study; such as limitations to time
as well as funding.

As for other aspects of the methodology, it is good that the author has included a rational
for his choice of method as it should, however there was no explanation of how the data will
be calibrated as well as a clear statement of the survey method instead of sub-headers
indicating the methods (McCombes, 2019). Moreover, there is no straightforward
explanation of how the participants of the survey were chosen. Aside from that, the author
has utilised existing data to his advantage of justifying his study and survey with statistics
and data.

Notably, the overall writing style of this methodology section is skilfully written; easy to read
and carrying most of the criteria that all methodologies should have, while missing only a
few factors that should have been included as stated above. The representation of this

12
methodology is rather “simple”. It is cleanly written however, it has failed to use more than
one methodology which may have caused the data to be less accurate than it could have
been if two or more methodologies were utilised.

Data Analysis
Data analysis is the course of action which depends on methodology approaches and
strategies to gather raw data, obtain pertinent information and use this information to
convert measures, facts and statistics into quality advancements (Durcevic, 2020). As
seen in an article written by Hahn Fox and Jennings (2014), normally data analysis is
written in the methodology itself rather than a whole section on its own combined with the
results; as the author has done in his research paper. This quantitative research is carried
out by asking the selected population a series of questions through a survey. Surveys
cover the application of a planned scientific testing approach questionnaire to assess the
characteristic of a specific demographic by using quantitative tools (Apuke, 2017).

The author starts by introducing the different headings in his data analysis section which
are descriptive statistics, data reduction and regression analysis. This is beneficial for the
readers as this will direct them to the information that they are looking for, as well as
compartmentalise the information into its respectful sections so as to not make it confusing.

Rather than clarifying in the methodology on what systems are being used to process the
results of the survey, the author has decided to mention it here. The author has provided
descriptive information such as the range of values in the survey and what they stand for,
which will aid the readers in more understanding (Lutabingwa and Auriacombe, 2007). The
interpretation of the results yielded was done well with explanation by the author as to what
each result of each section means. This descriptive statistics is them measured by the
mean and standard deviation of the responses of the tested population. The author has
further explained on the analysis method of PCA on churning in results based on the
variables to establish the trends in the results collected for the data reduction section
(Coleman, 2010).

In the last section of the data analysis, the author has written it in accordance with the
hypotheses by considering the dependant and independent variables in the survey
research (Gallo, 2015). The author has provided a review and interpretation of each of the
four hypotheses one by one and comparison to the results collected that is in a simple and

13
easy way for readers to digest. His interpretation is then supported by the value data that is
calculated from the survey by using percentage of variances.

Generally, this section is fairly written and easy for readers to grasp its information and
understand. Still, it is recommended that the author should have separated the data
analysis and result section to be more aesthetically appealing and more organised.

Discussion
This paper’s discussion section consists of only two paragraphs ranging from 200-300
words, whereas, Sanli, Erdem and Tefik (2014) have stated in their journal article that
“discussions” are normally six to seven paragraphs, no longer than 200 words each
paragraph.

The writer of this paper has achievably mentioned his overall result in one simple sentence
by quoting a source that establishes the correlation of promoting companies’ social stances
through interactive channels of media and the internet. The aim of a discussion in a
research paper is to connect their findings with the original research hypotheses as
discussed in the introduction (Choi and Pak, 2010). Following this, the author has restated
the purpose of this research as he did in the introduction. He has based his whole study
around the factors of using digital media to promoting CSR communications. The author
has also once again related this section back to the four hypotheses by discussing about
the owner-managers as well as the other stakeholders’ perceptions on the issue. The
author has included the ideas that the study suggests and its effects on the industry with
support of previous literature research studies even with those that have contradictory
views (Hall, 2003). This is good as it allows room for more analysis and different
interpretations, as it should, on the issue for the readers as well as the author to ponder
about. This results in a well written and thought out discussion section.

Implications & Conclusion

A conclusion, according to Dr Greener (2008) consists of not simply just the rundown of
what was discussed in the main body of the paper, but as well as an analytical viewpoint of
the findings with a straightforward establishment of the study's accomplishments. The
conclusion is well balanced; showing the author’s conclusion of his hypotheses as well as
the evolution of traditional media to digital media. He has also included factors and
information from previous researches, however, normally in conclusions, no new ideas are

14
being introduced like how the author has demonstrated (Greener, 2008). It is noted that the
author has included an evolution of sustainability promotion through media for the tourism
industry throughout his conclusion. This is good as he has been able to somehow track
how media affects this aspect. At the end of his conclusion, he closes with a strong
statement that supports all four of his hypotheses overall; disguising it in a recommendation
style statement. Though, sometimes recommendations are written in its own subheading,
the author has decided to also include some of his recommendations in his conclusion.

15
Limitations
As all research papers will have a section for limitations of the study, the author has
dedicated a section for the limitations he had faced during the research. As written by
Theofanidis and Fountouki (2018), limitations are "levied" constraints which are typically
outside the influence of an researcher and could potentially impact the approach, results
and eventually the conclusions of the analysis. The recommendations stated above have
also been considered by the author himself. Be that as it may, the author’s limitations,
according to Ross and Bibler Zaidi (2019), like many others, have been vaguely mentioned
in his limitations. However, a more extensive, and explanatory clarification should have
been done. The author might alternatively address the potential limitations, clarify the
consequences of the constraints, offer various means and outline efforts to minimize the
limitations (Ross and Bibler Zaidi, 2019). For instance, the author has mentioned that he
understands the need for mixed methods however, did not include more information as to
the potential limitations in that idea such as the issue of funding. The author has also subtly
suggested that other researches in the future can be carried out to overcome the limitations
faced such as the general conclusions of the survey as well as the quality and relevance of
online information. Overall, the limitations in this study is organised and well written though,
it could do with some minor improvements.

16
Conclusion
Taking into consideration all that has been reviewed above, this journal article as a whole is
decently written and is relatively easy to understand. With this, it also could do with some
minor improvements such as the lack of explanation of certain terms and the usage of more
complex vocabulary that people who are less proficient in English, may have a hard time
understanding. In an aesthetic point of view, to improve the ease of reading for the readers,
the author could separate the longer paragraphs into two or three structured, shorter
paragraphs. This is because when paragraphs are too long, it is harder for the readers to
follow. In addition, while the writing style may differ from other authors such as combining
the data analysis and results as well as the author’s recommendations throughout the
report subtly, the flow of the report as a whole is rather easy to follow.

17
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