To read this content please select one of the options below:

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

Anibe Ferus-Comelo (Independent Scholar based in Panaji, Goa, India)

Social Responsibility Journal

ISSN: 1747-1117

Article publication date: 25 February 2014

1617

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

Acknowledgements

Received 25 November 2012 Revised 25 November 2012 Accepted 26 November 2012 This paper is based on a study commissioned by EQUATIONS, Bangalore, which was published in their 2011 publication, “Calling to Account: Image and Ethics of Corporate Accountability in Tourism.” The author acknowledges permission to publish the findings in this paper. Research assistance was provided by Richa Pai Kudav and Santan Dias.

Citation

Ferus-Comelo, A. (2014), "CSR as corporate self-reporting in India's tourism industry", Social Responsibility Journal, Vol. 10 No. 1, pp. 53-67. https://doi.org/10.1108/SRJ-11-2012-0144

Publisher

:

Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

Related articles