The Role of Corporate Social Responsibility in Promoting Business Growth and Sustainability in the Hospitality Industry

Abstract

Aims: The aim of the study was to assess the role of corporate social responsibility (CSR) in promoting growth and sustainability in the Kenyan hospitality industry.
 Research Design: A quantitative descriptive research design was used. This was achieved by administering a fully structured survey questionnaire to 37 participants selected through a purposive convenient sampling method.
 Place and Duration of Study: The study was carried out on the Kenyan hospitality industry within four months, from February to May 2021
 Findings: The study findings show that the majority of the companies asserted that CSR activities are primarily important in enhancing the organization's brand image to the prospective and general public as a whole, improving risk management strategies and compliance with ethical business practices. However, other additional benefits of organizations' engagement in CSR include reduced employee turnover, improved organizational culture, improved financial performance, and better legal compliance.