Social Consciousness and Perceived Risk as Drivers of Crowdfunding as a Socially Responsible Investment in Tourism

This article is a first step in examining reward-based crowdfunding in tourism as a socially responsible investment where individuals collaborate with projects that contribute to the development of their communities in economic, environmental, and/or sociocultural terms. Thus, the present study develops a model where social consciousness and perceived risk are postulated to influence individuals’ attitudes toward and intentions to participate in a project of crowdfunding. Based on a simulated crowdfunding project of “enotourism” that contributes to the development of a region in Spain, results reflect that the main drivers of individuals’ overall attitude toward crowdfunding are social consciousness and platform risk. Additionally, individuals’ intentions to fund the tourism project are influenced by their specific attitude toward the project and their overall attitude toward crowdfunding.