Abstract: Founded on goodness, the amount of attention given to philanthropy has increased recently. Despite its significance at an organizational and societal level, philanthropy remains a rather obscure notion – a gap that the present study aims to fill. In-depth interviews were conducted with owners of organizations within a rural tourism context who were reciprocally appreciated for their anthropocentricity. The findings reveal that philanthropy should not be restricted to financial aid or charity organizations; it should be expressed with intangib...
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