Tourism, development and corporate social responsibility in Livingstone, Zambia

Abstract

The city of Livingstone has experienced rapid tourism growth over the past 20 years, as Zambia has attempted to diversify its economy that has been traditionally driven by copper and natural resource extraction. As tourism has grown in Livingstone, the importance of the industry in providing more than just economic progress and growth has been debated, in line with changing global priorities for tourism development. Tourism, as a means for community growth and upliftment is now commonplace within tourism discourse, an issue which is reflected in discussions about poverty reduction and developing sustainable tourism in Livingstone. The potential of corporate social responsibility (CSR) as an agent for positive tourism development, however, remains largely unexplored. This paper examines different levels of CSR commitment within Livingstone, demonstrating that significant positive impacts among local communities have resulted from some CSR initiatives. Consideration is also given to possible future measures that might ensure that CSR becomes more commonplace in Livingstone and elsewhere, as an essential part of community empowerment and development associated with a growing tourism industry.

Institutional Antecedents of the Corporate Social Responsibility Narrative in the Developing World Context: Implications for Sustainable Development

“…Implementation of CSR actions tends to vary across nations (Rogerson and Sims, ; Nyahunzvi, ; McLachlan and Binns, ; Cavagnaro et al ., ) but the social dimension of CSR remains dominant in most parts of sub‐Saharan Africa. Corporate philanthropy seen in terms of donating education and health facilities and infrastructural development is often undertaken to address social concerns (Nyahunzvi, ; McLachlan and Binns, ). Apart from provision of basic social amenities, many firms provide loans to, and in support of, business development in communities, to stimulate local economies (Visser and Hoogendoorn, ; Rogerson and Sims, ).…”

“…Second, corporate donations are often used by tourism firms in building a good image with national governments, non‐governmental organizations (NGOs) and investors (Van der Merwe and Wocke, ). Third, philanthropic initiatives may be undertaken by some firms for purely altruistic reasons in the form of ‘giving back to society’ (McLachlan and Binns, ). Managers and owners view addressing societal challenges as akin to good citizenry (Nyahunzvi, ; Idemudia, ).…”

“…These values were vigorously promoted by many post‐independence African leaders who believed social and economic systems grounded on virtues such as compassion, responsibility for others and communion would spur socio‐economic development (Ntibagirirwa, ). Based on these values, individuals who are generous and altruistic to others are generally rewarded (McLachlan and Binns, ). One can argue that such a perspective may be grounded strongly in the notion of enlightened self‐interest.…”

“…The way CSR is understood and manifested in the tourism industry in developed countries differs from the way it is understood and implemented in the same industry in developing countries (Holcomb et al ., ; Garay and Font, ; McLachlan and Binns, ) inasmuch as the former mirrors the triple bottom line perspective (Dyllick and Hockerts, ). Thus, in developed (western) societies, firms often understand CSR from a broader perspective, and this leads them to implement a range of actions that address economic, social and environmental concerns (Garay and Font, ).…”

“…From a sub‐Saharan African perspective, CSR is understood as corporate actions towards addressing socio‐economic challenges within host societies, typically by engaging in corporate philanthropy (Nyahunzvi, ; McLachlan and Binns, ). Implementation of CSR actions tends to vary across nations (Rogerson and Sims, ; Nyahunzvi, ; McLachlan and Binns, ; Cavagnaro et al ., ) but the social dimension of CSR remains dominant in most parts of sub‐Saharan Africa. Corporate philanthropy seen in terms of donating education and health facilities and infrastructural development is often undertaken to address social concerns (Nyahunzvi, ; McLachlan and Binns, ).…”