Corporate social responsibility (CSR) communication is generally regarded as good and necessary to inform stakeholders of a company’s CSR deeds. However, research has recently uncovered the practice of “greenhushing” within the context of the hospitality industry (Coles, Warren, Borden, & Dinan, 2017; Font, Elgammal, & Lamond, 2017). Greenhushing means that companies de-emphasize green credentials and CSR activities. Going on holidays is an indulgent act that might result from people feeling they have earned some luxury, including behaving lavishly in terms of resource consumption and responsible behavior. Thus, curtailing this indulgent, irresponsible guest behavior without compromising a guest’s holiday experience is a key challenge for hotels. This paper explores whether the assumption that customers do not want to hear about CSR communication while on holiday is true from the customers’ side and what type of communication achieves to curtail unethical behavioral intentions. Based on 594 usable responses from an online survey, we undertake a moderation analysis with a multi-categorical antecedent variable (different communication stimuli), pro-environmental identity as a moderator and behavioral intentions for “unethical” behavior as a dependent variable using PROCESS 3.0 for SPSS (Hayes, 2018). The results provide partial support for our theoretical predictions.

The main aim of this study was to investigate side dishes served to guests of head families (Jong-ga) in Korea. In order to conduct of this research, we analyzed two books published by the Rural Development Administration (RDA) on the foods and the stories from head families: "Sharing beyond succession, stories and foods from the head families" and "Aesthetics of Serving". The total number of head families serving foods to guests was 10: 5 from Gyeongsangbuk-do, 2 from Jeollanam-do, 1 from Gyeonggi-do, 1 from Gyeongsangnam-do, and 1 from Chungcheongbuk-do. We classified the foods into 7 categories, staple dishes, side dishes, rice cakes, desserts, beverages, alcoholic beverages and others, on the basis of previous studies. Most foods served to guests were side dishes (119). These were further classified into 14 categories: Guk Tang, Namul, Hwe, Bokkeum, Mareunchan, Gui, Jorim, Pyeonyuk Jokpyoen Suran, Jiim Seon, Jeon Jeok, Jangajji, Kimchi, Jeotgal Sikhae and Jang. The most common side dish was Jangs (17), served by 8 head families. The next most common side dishes were Marenchan (15), Jeon Jeok (14) and Kimchi (11).