Corporate Social Responsibility Efforts of Destination Marketing Organizations: The Case of Visit Orlando’s Magical Dining® Initiative

This case study discusses Visit Orlando’s Magical Dining Program® as part of its Corporate Social Responsibility (CSR) efforts. Through Visit Orlando’s Magical Dining initiative, local participating restaurants offer deals to customers and a certain amount of revenues is shared with selected charities. This case study presents a good example of how a destination marketing organization (DMO) can successfully involve local restaurants and customers to help certain charities. Specific discussions are provided on why and how DMOs can and should create such CSR initiatives and whether such initiatives can create some unexpected challenges for DMOs and participating organizations.