REALITIES OF DOING RESPONSIBILITIES: PERFORMANCES AND PRACTICES IN TOURISM

With the ever increasing popularity of tours, flights and hotels that put ethics and responsibility at the forefront of their operations, what exactly does it mean to be responsible in tourism? Is it really so easy to be responsible? What actually happens on the ground in places where one tries to be responsible? Using fieldwork primarily conducted in/on Thailand, this research aims to unpack notions of responsibility in tourism, and argues that there is a need to go beyond simplistic idea(l)s and discourses about responsibilities, and instead interrogate actual and practical aspects of doing responsibilities. Fieldwork for this article is based on interviews with key decision makers in travel‐related companies, and interviews and participant observation at two case studies, namely Exotissimo Travel based in Bangkok, and the Elephant Camp (pseudonym). It highlights several aspects of the “realities” of doing responsibilities which complicates our ideas of what responsibility is about – that doing responsibilities is not at all easy; involves a continual questioning and negotiation of who is responsible for what; and how responsibilities in tourism can in fact be done to please tourists. This article therefore argues that there is no, and possibly cannot be, a conclusive statement on what responsibility is in practice, or what should or should not be considered as responsibilities. Instead, it brings to light the importance of contextualizing responsibilities and stresses the complex and plural nature in which responsibilities play out on the ground.