CSR in Practice: A Case Study of Maldives Tourism Industry

This research proposal aims to analyze the corporate social responsibility practices in the context of tourism, Maldives. The research will determine the common interpretation and understanding of selected tourism industry stakeholders in CSR, investigate applicability and implementation of CSR in sustaining Maldives tourism industry, determine the monitoring, maintenance and improvement plan of tourism industry stakeholders’ activities related to CSR, know the macro and micro implementation plan of Maldives tourism official in terms of CSR, and propose strategies in improving CSR strategies in Maldives.

Running head: RESEARCH PROPOSAL
CSR in Practice: A Case Study of Maldives Tourism Industry

RESEARCH PROPOSAL 2
Your
Name:
Programname: MBA
Contact
Info
Module name and
code
Dissertation
Name of project supervisor:
Title or topic area of proposed study
Corporate Social Responsibility in practices: A case study of Tourism Industry Maldives.
What is the aim of your study?
The main aim of this research is to analyze the corporate social responsibility practices in the
context of tourism, Maldives.

RESEARCH PROPOSAL 3
Table of Contents
Title of research...........................................................................................................................................4
Research aim and objectives....................................................................................................................4
Research Questions.....................................................................................................................................4
Research background...................................................................................................................................5
Research rationale.......................................................................................................................................5
Research methodology................................................................................................................................6
Reliability and validity............................................................................................................................7
Survey through Questionnaire.....................................................................................................................7
Demographical based question................................................................................................................7
Objective 1: To determine the common interpretation and understanding of selected tourism industry
stakeholders (hotels, travel agents, restaurants and tourists) in CSR.......................................................8
Objective 2: To investigate applicability and implementation of CSR in sustaining Maldives tourism
industry....................................................................................................................................................9
Objective 3: To determine the monitoring, maintenance and improvement plan of tourism....................9
Objective 4: To know the macro (policy level) and micro (ground level) implementation plan of
Maldives tourism official in terms of CSR............................................................................................10
Objective 5: To propose strategies in improving CSR strategies in Maldives.......................................10
Literature review.......................................................................................................................................11
Outline of chapters....................................................................................................................................13
Timeframe.................................................................................................................................................13
References.................................................................................................................................................15

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Title of research
The topic for this research is to analyze Corporate Social Responsibility in practices: A case
study of Tourism Industry Maldives.
Research aim and objectives
The main aim of this research is to analyze the corporate social responsibility practices in the
context of tourism, Maldives. Following objectives will be used to complete the main aim of this
research:
 To determine the common interpretation and understanding of selected tourism industry
stakeholders (hotels, travel agents, restaurants and tourists) in CSR.
 To investigate applicability and implementation of CSR in sustaining Maldives tourism
industry.
 To determine the monitoring, maintenance and improvement plan of tourism industry
stakeholders’ activities related to CSR
 To know the macro (policy level) and micro (ground level) implementation plan of
Maldives tourism official in terms of CSR.
 To propose strategies in improving CSR strategies in Maldives.
Research Questions
 What are the common interpretation and understanding of selected tourism industry
stakeholders (hotels, travel agents, restaurants and tourists) in CSR?
 What are the applicability and implementation of CSR in sustaining Maldives tourism
industry?
 What are the current monitoring, maintenance and improvement plans of tourism industry
stakeholders’ activities related to CSR

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 What are the macro (policy level) and micro (ground level) implementation plan of
Maldives tourism official in terms of CSR?
 What are the possible strategies for improving CSR strategies in the Maldives?
Research background
The economy of Maldives highly relies on the fisheries and tourism sector. It is analyzed that
tourism contributed approximately third of gross domestic product. The economic development
of the country has been forced by inadequate mineral resources and agriculture. It is also affected
by the small size of its domestic market. The high economic development has been increasing
the entry of expatriate employees, especially in low-proficient jobs. Human resource
development has not been changing with the economic development which can be resulted in a
significant increment in expatriates at professional and executive jobs. In the current scenario, it
is evaluated that there approximately 72,000 expatriates are performing in the tourism sector of
Maldives (Tourism Development, 2017). Furthermore, in the current times, the government
makes different policies regarding CSR activities which aid to increase the GDP of Maldives
economy (Scheyvens, et al., 2015).
Research rationale
This research is beneficial for readers to develop the understanding regarding meaning and
concept of corporate social responsibilities practice. It is also significant for government to gain
knowledge about different strategies to improve the CSR practices. This research is effective for
tourism companies to build understanding regarding CSR practices in tourism, Maldives.

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Research methodology
Research methodology is used to complete the research in a methodological manner. There are
different research approaches, design and techniques will be used to attain the aim and objectives
of the research. It is described as below:
Research philosophy and approaches
For this research, interpretivism research philosophy will be used to due to subjective nature of
research topic. It is also beneficial to pool the real information regarding CSR practices in
tourism, Maldives. In addition to this, the inductive approach will be used due to its relevancy
with interpretivism research philosophy (Farrington, et al., 2017).
Research design and data collection methods
For this research, mix research design will be used to complete the researcher as it contains the
characteristic of both qualitative and quantitative research design. Further, qualitative research
design will be used to gather theoretical information regarding CSR practices in Tourism,
Maldives. Along with this, quantitative research design will be used to pool the quantitative
information about research issues. The researcher will also use both primary and secondary data
collection methods. Primary data is collected via survey through questionnaire while secondary
data is gathered via different journal article, textbook, and online and offline resources (Page,
2014). Furthermore, the close-ended questionnaire will be used to construct the self- made a
questionnaire to increase the reliability and validity of information. This questionnaire will be
related to each objective and demographic variables like gender, age, and experience.
Sampling techniques
Sampling is the significant procedure to select the sample from a large number of participants.
For conducting the survey through a questionnaire, probability sampling technique will be used

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to give equal chances to participants. In this way, simple random sampling method will be used
to avoid the biases from research. This sampling method would be selected to choose the
participants on a random basis in order to gather the information regarding research issues. For
this research, 50 employees from 24 to 54 years old will be selected as a sample size. In this way,
the population for conducting research is government agencies, Tourism Company, and civil
society organization. The employees are selected to conduct the survey through questionnaire
and collect their opinion towards current research concern. These employees are engaged in CSR
activities in the tourism industry of Maldives (Sharpley & Telfer, 2014).
Reliability and validity
Validity shows the extent by which distinct aspect is feasibly evaluated in qualitative research.
For instance, an investigator will apply reliable and genuine secondary facts and figures to assess
the CSR in Practice: A Case Study of Maldives Tourism Industry. The secondary strategy is
reliability, which is applied to assess the quality of a qualitative research study. An investigator
will apply the identical research instruments such as authentic journal article due to subjective
nature of research topic.
Survey through Questionnaire
Demographical based question
Please tick on your gender?
 Male [ ]
 Female [ ]
Please spell out your age group?
 24-30 years
 30-36 years

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 36-42 years
 42-48 years
 48-54 years
How many years of Experience do you have in travel and tourism industry?
 0 to 3 years [ ]
 4 to 6 years [ ]
 7 to 9 years [ ]
 10 years and above [ ]
In which organization, do you working?
 Government agencies [ ]
 Civil society organization [ ]
 Tourism Company [ ]
Objectives based questions
Objective 1: To determine the common interpretation and understanding of selected
tourism industry stakeholders (hotels, travel agents, restaurants and tourists) in CSR
In your opinion, what are different stakeholders (hotels, travel agents, restaurants and tourists) ,
who are engaged in CSR?
(1-Strongly Agree
2-Agree
3-Neutral
4-Disagree
5-Strongly Disagree)
Different stakeholders 1 2 3 4 5

RESEARCH PROPOSAL 9
Hotels
Travel agents
Restaurants
Tourists
Objective 2: To investigate applicability and implementation of CSR in sustaining Maldives
tourism industry
Do you agree that the CSR could be applicable and implemented in sustaining Maldives tourism
industry?
 Strongly Agree [ ]
 Agree [ ]
 Neutral [ ]
 Disagree [ ]
 Strongly Disagree [ ]
What are the causes for having effective corporate social responsibilities practices?
 Profitability scale [ ]
 International players [ ]
 Consumer demand [ ]
Objective 3: To determine the monitoring, maintenance and improvement plan of tourism
industry stakeholder’s activities related to CSR
In your opinion, monitoring, maintenance and improvement plan of the tourism industry and
stakeholders’ activities are required to maintain the CSR?
 Strongly Agree [ ]
 Agree [ ]

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 Neutral [ ]
 Disagree [ ]
 Strongly Disagree [ ]
Objective 4: To know the macro (policy level) and micro (ground level) implementation
plan of Maldives tourism official in terms of CSR
Is macro (policy level) implementation plan of Maldives tourism is effective to maintain CSR
practices?
 Strongly Agree [ ]
 Agree [ ]
 Neutral [ ]
 Disagree [ ]
 Strongly Disagree [ ]
Do you agree that micro (ground level) implementation plan of Maldives tourism is effective to
maintain CSR practices?
 Strongly Agree [ ]
 Agree [ ]
 Neutral [ ]
 Disagree [ ]
 Strongly Disagree [ ]
Objective 5: To propose strategies in improving CSR strategies in Maldives
Please provide your beliefs on propose strategies in improving CSR strategies in Maldives
(1-Strongly Agree,
2-Agree,

RESEARCH PROPOSAL 11
3-Neutral,
4-Disagree,
5-Strongly Disagree)
Ways or Strategies 1 2 3 4 5
Educating workforces about CSR
Set the national CSR guidelines
Provide the recognition and incentives to
the company
Recognition should be provided to both top
performers and average performers
Literature review
As per Spalding et al. (2017), it can be stated that CSR is a concept in which corporation
integrate the social and environmental issues in their business operations. It is also used to
interact with the stakeholders on a voluntary basis. In support of this, (Najeeb, 2014)stated that
CSR is the commitment of a business with respect to sustainable economic development. For
CSR practices, the company engages with their families, workforces, local society and
community at large as it could be beneficial for business development. Furthermore, CSR is
conceptualized procedure which contributes to three pillars of sustainable development like
social development, environmental protection, and economic growth.
Causes of CSR practices in the tourism sector of Maldives
According to Hopkins (2016), there are different causes for having effective corporate social
responsibilities practices. These causes are profitability scale, consumer demand, and
international players. In this way, it can be stated that the Maldives tourism is developed on the

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natural beauty of its island and white sandy beaches. Further, it is built on the colorful house
reefs abundant and crystal clear lagoons. In addition, western Europeans are primarily targeted
by the Maldives tourism. Travelers of Maldives economy is highly sophisticated who demand
more of CSR from their hosts. Tourist becomes aware of the natural environment hence resorts
emphasize on the environmental protection as the primary CSR engagement.
In contrast to this, Menon (2016) evaluated that tourism is considered as profitability industry in
the Maldives. Furthermore, resort operations are large businesses with respect to high
employment rate and maximum revenue. Consequently, resorts are competent to engage in CSR
budgets and worked at larger scale. Along with this, resorts are able to make an investment in
CSR programs as compared to other sectors. It is also opined that the potential of Maldives
tourism industry has influenced chain of the international hotel into the nation. By using the
CSR, the international hotel can perform best practices in the tourism industry.
Strategies for improving CSR practices in the tourism sector of Maldives
Najeeb (2016) recommended that CSR awareness program should be used by the company to
improve the CSR practices in the tourism sector of Maldives. The corporation should make
efforts to use the principles of CSR by educating themselves and workforces about it. CSR is a
key avenue for the company as it should promote it by their own initiatives.
In favored to this, Leslie (2014) stated that government should set the national CSR guidelines
and focus on focal points of CSR activities. In this way, it can be stated that government should
generate a designated focal point to develop, organize and endorse the national CSR agenda.
Moreover, CSR should not be obligatory for a company as it could create the complexity to run
the business operation.

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As per the view of Hughes et al. (2015), the government should provide the recognition and
incentives to the company for implementing the CSR initiatives. In this way, the government can
use different measures like subsidies and duty exemption like reduction in import duty for
environment-friendly products as well as initiation of CSR awards. Recognition should be
provided to both top performers and average performers to do better. Along with this, the
government should set the performance standard and makes improvement in recognition and
awards. Consequently, it would be effective to improve the corporate social responsibilities
practices in Maldives tourism industry.
Outline of chapters
This research incorporates the different parts. In such case, the theoretical framework
demonstrates the theoretical aspects of several authors about the corporate social responsibilities
practice in the context of Tourism, Maldives. Furthermore, research methodology depicts the
different approaches and techniques to complete the research in an effective and efficient
manner. The next chapter illustrates the findings of collected information to arrive at a valid
conclusion. This finding focuses on CSR practices in the tourism industry. In the last chapter,
conclusion depicts the summary of whole research (Najeeb, 2016).
Timeframe
Time framework acts as a blueprint for conducting the research in a methodological way. It
shows the different activities that will be used to accomplish the aim and objectives in a given
time period (Spalding, et al., 2017). The research plan for this research project is described as
below:
Table 1: Research Timeframe for completing the project

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Gantt chart shows the graphical illustration of the action plan which is used to describe how the
research practices would be performed step by step. It can be seen as below:
Activities that would be performed Number of weeks to perform the activities
1 2 3 4 5 6 7 8 9 10
1
1
12 13
1
4
15
Select appropriate research issue
Construct research aim and
objectives
Gathering the information via using
primary and secondary sources of
data collection
Designing of questionnaire
Selecting the suitable sample of the
targeted population through sampling
tool
Data analysis and interpretation of
findings
Writing on Final draft
Submission of report
As per the above time framework, it can be evaluated that pooling data regarding research issue
and data interpretation will be completed in longer duration as compared to implementing other
activities.

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References
Farrington, T., Curran, R., Gori, K., O’Gorman, K. D., and Queenan, C. J. (2017)‘Corporate
social responsibility: reviewed, rated, revised’, International Journal of Contemporary
Hospitality Management, 29(1), pp. 30-47.
Hopkins, M. (2016) The planetary bargain: corporate social responsibility comes of age. UK:
Springer.
Hughes, M., Weaver, D., and Pforr, C. (Eds.). (2015) The practice of sustainable tourism:
resolving the paradox. USA: Routledge.
Leslie, D. (2014). Tourism Enterprise: Developments, Management and Sustainability. USA:
CABI.
Menon, S. T. (2016)‘A quarter century of management research in South Asia–I: Afghanistan,
Bangladesh, Bhutan, Maldives, Nepal, and Sri Lanka’, South Asian Journal of Global Business
Research, 5(1), pp. 2-31.
Najeeb, A. (2014) How do institutional forces shape HRM practices? A study of tourist resorts in
the Maldives. [Online] Available at: http://ro.uow.edu.au/cgi/viewcontent.cgi?
article=5104&context=theses
(Accessed: 1 April, 2017).
Najeeb, A. (2016) ‘HRM roles in paradise: Strategic or administrative? A study of tourist resorts
in the Maldives’, In Asia Pacific Human Resource Management and Organisational
Effectiveness (pp. 147-170).
Page, S. J. (2014) Tourism management.UK: Routledge.
Pratt, S., and Harrison, D. (Eds.). (2015) Tourism in Pacific Islands: current issues and future
challenges (Vol. 48). UK: Routledge.

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Sharpley, R., andTelfer, D. J. (Eds.). (2014) Tourism and development: concepts and issues (Vol.
63). USA: Channel View Publications.
Spalding, M., Burke, L., Wood, S. A., Ashpole, J., Hutchison, J., and zuErmgassen, P. (2017)
‘Mapping the global value and distribution of coral reef tourism’, Marine Policy, 82, pp. 104-
113.
Tourism and Development (2017) Tourism and Development. [Online] Available at:
https://books.google.co.in/books?
hl=enandlr=andid=XHlGBQAAQBAJandoi=fndandpg=PR7anddq=corporate+social+responsibil
ity+practices+in+the+context+of+tourism,
+Maldives.andots=_JAiOS_DBZandsig=A7UDfb3ythdt_RdPaM3xS38zzzQ#v=onepageandqan
df=true (Accessed: 1 April 2018).