Legitimisation through corporate philanthropy: a cruise case study

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Weeden, Clare (2015) Legitimisation through corporate philanthropy: a cruise case study Tourism in Marine Environments, 10 (3-4). pp. 201-210. ISSN 1544-273X

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Abstract

Corporate philanthropy (CP) describes the voluntary action of a company to donate time and/or financial resources to a societal cause. Originally aligned with altruistic intention, CP is increasingly used to deflect criticism away from industries with reputations for poor environmental, social, or economic management. The cruise sector’s policies on human resources, environmental management, and taxation, and their use of private enclave resorts as ports of call in the Caribbean are considered by many stakeholders to be financially and socially exclusionary. To mitigate such censure, and to support claims for good corporate citizenship, cruise firms are increasingly embracing philanthropic projects. Royal Caribbean International (RCI) has funded a school in Haiti since 2010. Acknowledging the complexity of Haiti’s economic, social, and political context, and the challenges associated with unpicking corporate intention, this article draws on legitimacy theory to interpret RCI’s school project in Haiti. The article argues RCI’s financial support of the school is designed to confer social legitimacy on its operations in Haiti. The article concludes with recommendations for RCI to significantly amend its business model away from the use of enclave resorts.

Item Type: Journal article
Uncontrolled Keywords: Corporate philanthropy (CP); Corporate social responsibility; Cruise tourism; Enclave; Haiti; Legitimacy theory; Royal Caribbean International (RCI)
Subjects: N000 Business and Management > N800 Travel, Tourism and Transport Management > N830 UK Tourism
N000 Business and Management > N800 Travel, Tourism and Transport Management > N840 International Tourism
N000 Business and Management > N800 Travel, Tourism and Transport Management > N860 Tourism Management
N000 Business and Management > N800 Travel, Tourism and Transport Management
N000 Business and Management > N500 Marketing > N580 Tourism and Travel Marketing
N000 Business and Management > N800 Travel, Tourism and Transport Management > N890 Travel, Tourism and Transport Management not elsewhere classified
L000 Social Sciences > L300 Sociology > L312 Travel and Tourism
DOI (a stable link to the resource): 10.3727/154427315X14181438892810
Depositing User: Converis
Date Deposited: 28 Apr 2015 03:01
Last Modified: 28 Apr 2015 12:48
URI: http://eprints.brighton.ac.uk/id/eprint/13482

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