Annals of Tourism Research

Original = means data not seasonally adjusted Seasonal = seasonally adjusted data

Datasets generated from Flickr.com data for Gephi. Gephi graph file

Founded on goodness, the amount of attention given to philanthropy has increased recently. Despite its significance at an organizational and societal level, philanthropy remains a rather obscure notion – a gap that the present study aims to fill. In-depth interviews were conducted with owners of organizations within a rural tourism context who were reciprocally appreciated for their anthropocentricity. The findings reveal that philanthropy should not be restricted to financial aid or charity organizations; it should be expressed with intangible offerings and channeled towards customers and employees alike. Research outcomes enable the construction of a theoretical conceptual diagram guiding both future researchers and managers of organizations that aspire to acquire a more anthropocentric stance.