An examination of the explicit adoption of Corporate Social Responsibility by transnational tourism corporations in consideration socio-cultural impacts of tourism in the context of Kenya

The purpose of this research is to examine the explicit adoption of corporate social responsibility (CSR) by transnational tourism corporations (TTCs) namely Touristik Union International [TUI] and Fairmont Hotels and Resorts [FHR] in the example of Kenya, in consideration of socio-cultural tourism impacts and, specifically with regards to addressing the needs and expectations of the indigenous Maasai and Mijikenda communities. The perspectives of elites representing major stakeholder groups are included from within the Kenyan context of a least developed country [LDC]: academics, corporate executives, an industry association, an NGO [AWF], a ministry of tourism official and indigenous community elders. They each play a significant role in the development of sustainable tourism in Kenya. Their views about TTCs and the adoption of CSR adds an important dimension to the research. The research adopts a case study approach. An examination of annual reports on the CSR of the selected TTCs using longitudinal analysis is undertaken. An in-depth, qualitative, semi-structured interviews are conducted in the field with stakeholders 16. They are analysed using content analysis approach. The findings revealed the existence of gaps between CSR as espoused by TTC headquarters and the adoption of CSR by their subsidiaries. The contribution of the research includes the need for TTCs to understand the local context of CSR and to engage with communities of practice in Kenya. Accordingly, there are opportunities to enhance the role TTCs adopt in corporate social responsibility by identifying and addressing the needs and expectations of those communities. The research concludes with limitations of the study and some considerations for future research potentials