Drivers and barriers of corporate social responsibility in the tourism industry: The case of Malawi

ABSTRACT

In developing countries, corporate social responsibility (CSR) programmes help in uplifting local communities by complementing governments’ efforts in providing public services in areas such as education, health, environment and security. But in the tourism industry, CSR has also been closely linked to responsible tourism in which tourism operators’ focus on protecting resources that attract tourists for business sustainability. This paper examines the drivers and barriers of CSR adoption in the tourism industry in Malawi. Data was collected through semi-structured interviews and thematically analysed. The study reveals that the major drivers of CSR in the tourism industry in Malawi are community expectations, management values and commitment, cost reduction, natural and cultural resource management, competitive advantage and company size. The barriers to CSR adoption include lack of resources, lack of clear CSR policy and government support, lack of coordination, mismanagement of CSR resources by communities and lack of awareness.