Corporate social responsibility : a study of public participation in Langkawi

Abstract

Since 1987, the popularity of Langkawi as a tourist destination has expanded rapidly and the tourism industry has overtaken its fishing and agriculture sectors as the main driver of the local economy. With a surge in tourism development, many community stakeholders such as the private tourism organisations, Non-Governmental Organisations (NGOs) and government are concerned with its environmental and social impact on the island and the extent of benefit to the local residents. This research focuses on Langkawi and aims to provide a deeper understanding of the level of public participation in activities related to Corporate Social Responsibility (CSR). Interviews were conducted with representatives from private tourism organisations, NGOs and a research institute to assess the level of public participation using Timothy’s [1999] Participatory Tourism Planning framework. This study identifies and suggests solutions for some of the challenges to public participation, such as lack of empowerment and of political will. This paper is part of a growing body of research related to sustainable tourism development in developing coastal destinations. In using the interview data to identify major themes that affect the level of public participation in CSR-related activities, this research aims to bridge the gaps in understanding among the stakeholders and will contribute to future research on similar topics.