Corporate Social Responsibility (CSR) of Reputable Hotels and the Fifth Management Vision of UNWTO

Abstract

The United Nations World Tourism Organization (UNWTO) is the leader in knowledge and innovation amongst the tourism organizations within its member states. It has five management vision pillars with the fifth one relating to Corporate Social Responsibility (CSR). Literature reveals that the website of corporate bodies is mostly not utilized to introduce the CSR practices of corporate bodies. Along the edge, these studies concentrated on the banking sector of Ghana. For this reason, there is an existing need to understand how another significant sector of Ghana illustrates its CSR practices on its websites. Hence, this study looked at how 14 reputable hotels in Ghana practice CSR under the fifth management vision of the UNWTO. The qualitative research method was adopted to attain answers to the study's formulated questions. Hotels were selected based on the African Union's identified list of reputable hotels in Ghana. Moreover, content analysis was used to attain the results of the study. Through this analysis, it was identified that most of the hotels in Ghana failed to utilize their corporate websites to promote their CSR practices. Notwithstanding, a few communicated their CSR practices through their corporate website but did not fully meet the fifth management vision of the UNWTO. For policy purposes, the study made it possible for hotels in Ghana to involve the vision of the UNWTO in their core activities. Also, the study made it possible to establish a simple framework that could be referred to during the formulation of CSR policies within every hotel in Ghana.