An appraisal of Corporate Social Responsibility (CSR) initiatives in the tourism industry in Durban, KwaZulu-Natal

Abstract

The aim of the study is to assess current Corporate Social Responsibility (CSR) activities employed across the tourism industry in Durban, with the primary objective of the study to examine the extent to which the tourism industry in Durban engages in CSR activities. CSR is an important part of sustainable development and should be merged with company values, described as comprising of human rights, monitoring, stakeholders’ rights and employee rights. In South Africa (SA), CSR has been evident for a number of years, with its nature and context shaped by apartheid. With tourism being part of the service industry, it is of great importance that these stakeholders are put at the forefront. Globalisation pressure and the increasing burden on governments to provide comprehensive social services has resulted in the need to better understand how organisations play a role in sharing these burdens. The city of Durban has an extensive tourism and hospitality industry that grows continuously annually and as such, industry players should initiate and participate in CSR programmes. Global changes with travellers and the industry are greatly influencing the implementation of CSR in Durban. Study findings are based on a sample of 96 respondents, with a response rate of 76 percent for the selfadministered questionnaire employed for data collection from 4-and 5-star accommodation establishments in Durban, as well as domestic airlines that service KwaZulu-Natal (KZN). Results suggest the Durban tourism and hospitality industry is fairly involved in CSR, with a few exceptions. Nonetheless, many respondents indicated challenges they face in CSR initiative implementation, including the lack of assistance from organisations that drive tourism. They believe further training on CSR implementation and support would greatly influence levels of CSR implementation. The findings in this study reveal that environmental impact measures and or activities are at the forefront of CSR activities for both airlines and the hotel sector. Activities with the environmental impact measures include minimising energy consumption, such as using energy saving globes and solar panels, waste minimisation, waste recycling, and protection of the natural environment. Findings derived from the study will unveil more opportunity regarding CSR in Durban and will inform those organisations involved in tourism promotion and development to act accordingly in assisting industry participants.