Role of Communication in Promoting Corporate Social Responsibility in Sustainable Tourism Development, The

This 32-page proceedings document from an e-conference on tourism development, organised by the World Bank Development Communication Division, United States Agency for International Development (USAID) Development Communication and Sustainable Tourism Unit, and the United Nations World Tourism Organization (UNWTO), states that tourism, as the world's largest economic sector, can be a powerful tool for economic growth, poverty reduction, and for the conservation of natural and cultural resources. It discusses the role of communication for development in sustainable tourism. The cross-sectorial range of issues involving multiple local and national stakeholders includes trade and investment policy, employment and labour laws, enterprise development, public-private partnerships, community and urban planning, infrastructure development, conservation of cultural heritage and biodiversity, management of natural resources, safety and security, and education and workforce development.

The positive aspects of effective communication in sustainable tourism include facilitating management, exchange of stakeholder opinions for consensual solutions, links to markets, and visitor safety. Further, as stated here: "A comprehensive communication strategy, which should identify how information, awareness creation, advocacy, network building, conflict mitigation, and communication platforms will be supported, is essential for any successful sustainable tourism development activity."

Session 3, pp. 11 - 14, discussed communication and corporate social responsibility (CSR). This session acknowledged the newness of this concept, spearheaded by the ecotourist movement, as a certifiable selection of social, environmental, and financially sound practices. The document suggests that businesses that voluntarily seek certification of sustainability encourage and facilitate CSR. Though, as stated here, critics suggest that environmental sustainability is adopted only for cost reduction and philanthropic projects as "ad hoc acts of goodwill," there is increasing consideration that the only way to ensure long-term sustainability is through CSR planning as a tool of doing business well, of risk management, and of "reputational enhancement."


Communication aspects important to CSR include communicating the need for its adoption in the languages of all the stakeholders in order to:

1. understand
   and adopt relevant environmental and social sustainability standards and systems (certification, guidelines, environmental management systems, fair trade, community relations and outreach);
2. reward CSR through promotion, resulting in increased business - including promotion of certification as an awareness and marketing tool; and
3. link large tourism operators, local
   communities, and small and medium enterprises to develop win-win partnerships.

The following suggestions came from the conference session as approaches to communication issues:

• Maximise the participation of local communities in defining CSR.
• Create a regulatory framework to facilitate communication and a common understanding of what CSR means.
• Use joint communication platforms for information exchange on CSR practices.
• Take into account the knowledge, capacity, and the culture
  of countries through “adaptive management" practices.
• Obtain a clear understanding of the capacity gaps in implementing sustainable practices, particularly in small and micro businesses.
• Ensure end users’ participation in the formulation of the tools to promote CSR to consumers.