Abstract:
This case study examined Corporate Social Responsibility practices of in two hotels in Ghana:
Windy Lodge Hotel and Coconut Grove Beach Resort Hotel. The study particularly examined
the hotels’ motivation for adopting and implementing CSR and how those CSR initiatives are
used to achieve sustainability in tourism. The study was underpinned by the legitimacy theory
and the triple bottom line approach. Data were gathered through focus group discussion,
interviews and document analysis. The study showed that CSR was conceptualized as a
philanthropic gesture used to solve the social needs of host communities. The study also
revealed that the hotels were internally motivated by ownership values and organizational
culture; externally, the hotels were motivated by government regulations, global standards.
Furthermore, the study indicated that sustainability in tourism can be achieved in three
dimensions: social, economic and environmental dimensions. Focusing on CSR in the
hospitality sector of the Ghanaian tourism industry, this study will further provide the Ghanaian
government, the Ministry of Tourism, Culture and Creative Arts, Ghana Tourist Authority, and
Ghana Hoteliers Association with methods, strategies, and policies which should be given more
emphasis in order to use CSR to achieve sustainability in the tourism industry.
Description:
A dissertation in the Department of Communication and Media Studies, Faculty of
Foreign Languages Education and Communication, submitted to the School of
Graduate Studies in partial fulfillment
of the requirements for the award of the degree of
Master of Philosophy
(Business Communication)
in the University of Education, Winneba.
SEPTEMBER, 2019