CORPORATE SOCIAL RESPONSIBILITY IN THE TOURISM INDUSTRY: A STUDY OF TWO HOTELS IN GHANA..

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