An Assessment of Corporate Social Justice in the Tourism Sphere: Perspectives from Eco-Certified Tourism Enterprises and the Indigenous Host Community in Maasai Mara, Kenya

Corporate social responsibility (CSR) has been lauded as a sustainable framework through which corporations can contribute to society. However, in the wake of global social justice movements, society demands that corporations take a stance on social ills to contribute to a just society. The concept of corporate social justice (CSJ) has been introduced to frame such endeavors, although it has yet to be extensively applied to the tourism industry. Drawing on the conceptual framework of corporate social justice, this study explores how CSJ principles, including accountability, transparency, impact, and sustainability, inform the business operations of eco-rated tourism enterprises in Maasai Mara, Kenya. Ecotourism Kenya, the eco-rating agency, has guidelines for eco-rated facilities on community engagement and development that require these businesses to commit to: investing in people; implementing empowerment programs for local populations; and supporting community economic linkages. The study adopted a case study research design using Maasai Mara in Kenya as a site of inquiry. Guided by a constructivist epistemological lens, data was collected through semi-structured interviews with management officials operating the eco-rated tourism businesses and Maasai community members residing in the vicinity. Purposive sampling was used to select participants from eco-rated tourism businesses, whereas a combination of snowball and convenience sampling techniques was utilized in selecting key informants from the Maasai community. Accordingly, twelve participants from eco-rated businesses and eighteen Maasai community participants took part in this study. The findings indicated that eco-rated tourism businesses in Maasai Mara engaged with the tenets of CSJ, albeit in predominantly business-focused ways. Further findings also revealed other factors that seemed to influence the local community’s appreciation of the community empowerment initiatives by eco-rated businesses. These factors included: human-wildlife conflict, corrupt reserve land dealings, and exploitation of Maasai trade by some local tourism actors. Based on the findings, this study recommends that eco-rated tourism businesses in Maasai Mara enhance their engagement with the tenets of CSJ to reflect community-centered initiatives. Moreover, a keen reassessment of multi-stakeholder influences on the Maasai community’s full appreciation of benefits from eco-rated tourism businesses should be undertaken to propel further implementation of action-oriented solutions for the community.