... are based on a limited number of available empirical studies and focused on two key variables (differentiation and the duration of effects). Neither other variables, nor stakeholders other than tourists are taken into account. Perceptions of tourists are operationalized in different ways. Originality...

... addressed in relation to isomorphic discourses of legitimacy. Findings The analysis supports the view that corporate self‐storying of CSR balances between the needs for differentiation and conformity. Organisations thus navigate between the value associated with compliance with societal norms...