Title

Corporate Social Responsibility: What the Top Three Theme Parks in Orlando Reporting?

Keywords

corporate Social Responsibility,employees, theme parks, hospitality management, sustainable development, United States of America

Abstract

Purpose– The purpose of this paper is to examine what the top three Orlando theme parks report about their corporate social responsibility (CSR) activities.

Design/methodology/approach– Through content analysis, web sites, annual reports, and CSR reports of the top three theme park companies in Orlando, namely, Walt Disney World, Universal Orlando, and SeaWorld Parks and Entertainment were examined.

Findings– The top three theme parks in Orlando mainly reported their CSR activities in relation to environment, community, and customers. Their diversity policies, employee welfare programs and employee volunteerism were also widely reported. Walt Disney World seemed to provide the most detailed CSR reporting in all areas.

Research limitations/implications– In addition to content analysis of web sites and CSR reports, future studies may look at a single company and try to collect data via interviews and surveys. In addition, this paper only offers a view of the theme park's CSR reporting, since, each of the companies do not have any form of verification of their CSR activities. Therefore, it should not attest to the performance of each theme park in such activities.

Practical implications– The research findings suggest that according to their reporting efforts the top three theme park companies in Orlando undertake and participate in various CSR activities and initiatives, which are important for the environment, local community, customers, and employees. However, their reporting and emphasis of certain CSR activities seem to vary. These companies can better publicize and promote their CSR activities. With rising awareness regarding CSR activities, it is important for the theme park industry to begin profiling their CSR efforts as part of their overall corporate and business strategies. Again creating a CSR department to oversee and coordinate all CSR activities would be helpful for theme park companies.

Originality/value– This is perhaps one of the first papers looking at CSR activities of theme park companies. It provides practical implications about reporting of CSR activities for theme parks. It is hoped that this paper stimulates further research into this area in the theme park industry.

Publication Date

6-1-2010

Original Citation

Holcomb, J., Okumus, F., Bilgihan, A. (2010). Corporate Social Responsibility: What the Top Three Theme Parks in Orlando Reporting? Worldwide Hospitality and Tourism Theme. 2(3), 316-337.

Number of Pages

316-337

Document Type

Paper

Language

English

Source Title

Worldwide Hospitality and Tourism Themes

Volume

2

Issue

3

College

Rosen College of Hospitality Management

Location

Rosen College of Hospitality Management

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http://dx.doi.org/10.1108/17554211011052230

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