CSR as corporate self-reporting in India's tourism industry

Anibe Ferus-Comelo

Social Responsibility Journal, 2014, vol. 10, issue 1, 53-67

Abstract: Purpose - – This paper seeks to illuminate contemporary corporate social responsibility (CSR) in India's tourism industry. It aims to analyse the community impact of two Indian five-star hotels operating in Goa, a tiny coastal state. Design/methodology/approach - – The study applies a case study method to examine the employment and environmental practices of the Vivanta by Taj and Leela Kempinski. Qualitative research methods were used, including interviews with management, community leaders, and workers. Secondary data were gathered from company web sites and promotion materials as well as applications under the national Right to Information Act to access official records in the pertinent government bodies. Findings - – An analysis of the findings shows that CSR in India's tourism industry is currently limited to corporate self-reporting on indicators of the companies' choice or, in some cases, the minimum required by regulatory bodies. In the absence of tight regulatory oversight and pressure from local civil society, company reports present a one-way channel of communication of the companies' perception and practice of CSR. The paper concludes that the industry has yet to move beyond traditional philanthropy to embrace contemporary principles of CSR which include corporate transparency, multi-stakeholder engagement, and community empowerment. Originality/value - – The paper demonstrates the limits of CSR in an analysis of the actual practice, rather than just communication of CSR. By examining two Indian hotels' CSR practices from the perspective of external stakeholders, the paper contributes empirical data that highlights the role of CSR beyond the interests of the corporation in its relevance to the community. The study suggests areas for further research that add to the body of knowledge about CSR in India.

Keywords: Employment; Industrial relations; CSR; Tourism; Environment; India; Community development; Multinational hotels (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:eme:srjpps:v:10:y:2014:i:1:p:53-67

DOI: 10.1108/SRJ-11-2012-0144

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