Book Review - Keri Smith

Corporate Futures, Consultation on Good Practice; Social Responsibility in the Tourism Industry, Tourism Concern

This report examines the ways in which Corporate Social Responsibility (CSR) policy and practice can bring economic success to tourism organisations whilst protecting the earth’s resources and providing a better way of life to host communities. It provides a range of practical suggestions for implementation of the social and economic responsibility of tour operators (primarily selling holidays overseas) to ensure that policies can be matched by practice in the destination.

The concept of “Fair Trade in Tourism” emerged in the late 1990’s and signifies a commitment to finding positive and practical solutions for the tourism industry through a more equitable international trade system and ethical trade practices. The increasing popularity of the “Fair Trade” label can have a beneficial impact on the tourism industry. In a number of studies about tourism consumer behaviour a large number of respondents were concerned about the local environment, poverty and beach erosion in a number of countries. The demand by this significant segment of consumers for greater CSR is an ideal opportunity for the tourism industry as a whole to capture a growing market for sustainable tourism.

A number of large companies in the tourism industry have been instrumental in taking forward sustainable and responsible tourism and initiatives such as British Airways with its “Tourism for Tomorrow Awards” for tourism related services with an outstanding environmental performance, First Choice Responsible Tourism Award (which our host won in 2005), the International Hotel Environment Initiative which gives support and advice on energy efficiency, waste management, child labour and promotes community participation in resort design and the Tour Operator Initiative which is a membership organisation that strives to oppose abuse and exploitative forms of tourism and co-operates with local communities and people respecting local cultures.

Sustainable development becomes integral to product development and quality control, for instance, tour operators often refrain from using local businesses or recommending them to their customers because they are dissatisfied with the quality of local provision, particularly where this is dictated by poverty and lack of expertise. Through collaboration with the local tourism industry as part of CSR, tour operators can assist through sharing knowledge and communicating effectively to assist local shareholders to improve their own provision and facilities. This will have a positive impact on product quality and, in turn, customer satisfaction. Excellence in service through “Total Quality Management” through regular training and awareness raising of locally recruited staff and rewarding staff is also very important for satisfied customers.

Customers also need to be informed through brochures, country guides and tourist guidelines about environmental and socio – economic issues in destinations and the ways in which tourism benefits local people. First Choice for example, introduced
in-flight videos to the Gambia featuring advice for tourists about sensitive tourism issues and encouraged greater awareness of the needs and wishes of the people of Gambia. The video was produced by Tourism Concern and VSO.

Working in partnership with local communities can ensure sustainability through improving basic infrastructure, employing local staff in key positions, using local products and materials, enhancing opportunities for local investors and developing products/brands that benefit local communities.

The report concludes that CSR integrated into core business values and operations, has been proven to provide a workable framework for the implementation of sustainable development but within the tourism industry awareness and practical tools for social and economic sustainability still need to be explored in greater depth.