Mediterranean cruise tourism: shore excursions and corporate social responsibility

Purpose This study aims to examine how corporate social responsibility (CSR) can be represented as a cybernetic control mechanism within shore excursion systems in Mediterranean cruise tourism. It aims to explore how feedback structures may influence tour operator reputation, environmental sustainability and guest satisfaction in complex destination systems. Design/methodology/approach The study integrates cybernetic theory with system dynamics modelling. A causal loop diagram and stock-and-flow simulation model were developed through Group Model Building and expert-based calibration. Scenario simulations were conducted for three Adriatic cruise destinations – Trieste, Koper and Dubrovnik – to explore system behaviour under different CSR implementation conditions. Findings The simulations illustrate how different configurations of CSR implementation and organisational capabilities may influence system behaviour over time. Within the model, stronger CSR implementation and stakeholder capabilities are associated with reinforcing dynamics linked to reputation, environmental sustainability and guest satisfaction. Research limitations/implications The results should be interpreted as model-generated scenarios rather than empirical predictions. As the model relies on expert-based calibration and destination-specific assumptions, future research should incorporate broader empirical data sets and test the framework in different cruise tourism contexts. Practical implications The model provides a scenario-testing and decision-support tool that can help destination managers, tour operators and policymakers evaluate alternative CSR strategies, identify potential trade-offs and anticipate long-term system responses. Originality/value This study contributes primarily at the methodological level by integrating cybernetic theory, system dynamics modelling, group model building and expert-based calibration into a coherent framework for analysing CSR dynamics in cruise tourism and shore excursion management.