A Conceptual Framework for Corporate Social Responsibility Initiatives for Casinos

Abstract

Corporate Social Responsibility (CSR) initiatives play an important starring role in changing the livelihoods of community members close to casinos around Gauteng. In addition, a contested industry such as gaming needs to ensure CSR initiatives are in place and communicated. The specific objective was to develop a CSR conceptual framework with guidelines for implementation in the casino industry using an Exploratory Factor Analysis (EFA). The study used quantitative research approach which involved eight casinos in Gauteng province, South Africa. Accidental sampling was used with a sample size of 385 with adjacent community members. Structured questionnaires were used as data collection instrument. The results indicated that social aspects and involvement, business and socio-environment, financial contribution, community basic services and food and nutrition are the basic initiatives to be incorporated in casino’s strategies and communicated to different stakeholders in order to improve community satisfaction, ideal public relations and gaining competitive advantage. Findings offer valuable cognizance in helping community members, Gauteng Gambling Board, CSR managers in casinos, employees and other interested stakeholders to review and evaluate the casinos’ CSR policies and implementation strategies.

Keywords

• csr
• community perceptions
• initiatives
• conceptual framework
• implementation guidelines