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BEST Education Network Think Tank VI Corporate Social Responsibility for Sustainable Tourism

submitted by Ravi Ravinder Senior Lecturer, School of Leisure Sport and Tourism University of Technology Sydney P O Box 222 Lindfield NSW 2070, Australia Tel: 61 2 9514 5278 Fax: 61 2 9514 5195 Email: ravi.ravinder@uts.edu.au The aviation industry is a critical element of any tourism system, and has several secondary effects – a source of employment and foreign exchange earnings. A ‘national carrier’ is also a symbol of the country, a source of pride amongst the local community and a representative of the host country in other countries that it flies to. It is important to investigate whether the airline industry is, by and large, acting in an ethical, socially responsible manner. Or is it that, given the current wave of liberalization, airlines are only acting in their own self-interest, and answerable only to their shareholder base. This paper uses some ethics-based approaches to examine three particular aviation industry issues. . In this paper, only the passenger product-market of airlines will be considered. It will, however, cover both domestic and international airlines, (both full-service and low-cost) and airports. An Ethics-based Approach Approaches based purely on economics or management ignore broader ethical issues and/or issues of social responsibility. Tribe (2006) quotes Sayer in saying that discipline-based analysis “tend to be incapable of seeing beyond the questions posed by their own discipline, which provide an all-purpose filter for everything’’ (1999:2). Hence Macbeth (2005) argues for a sixth platform of study arguing that future action be studied within an ethical framework. Such studies will also need to be proactive, rather than reactive (Dwyer, 2005). Fleckenstein and Huebsch (1999) attempted to “formulate rules to differentiate between good and bad” (p.137), for a tourism world that operates within a paradigm of “profit-driven megabusinesses” (p. 197). Tribe (2002) and Jamal (2004) use Aristotle’s concept of telos to underpin their discussion of tourism ethics. To complement Jamal’s ‘dimensions’ of telos in hotels, sustainable tourism and ecotourism, this paper proposes some principles for the aviation industry. This paper also identifies the direct ‘beneficiaries’ of such principles from among the six sets of stakeholders as identified by the Caux Round Table (Grace and Cohen, 1998), viz. customers, employees, owners, suppliers, competitors and communities.