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Guan Jieqi,Sio Sandy Hou in,Noronha Carlos 한국마케팅과학회 2022 마케팅과학연구 Vol.32 No.1
This paper explores the social values that are created through corporate social responsibility (CSR) disclosure in the gaming tourism industry, and how the industry players use CSR disclosure as a communication channel with their stakeholders. This research applies the content analysis method and collects data from annual reports, sustainability/social reports and corporate websites of all gaming operators in Macao from 2011 to 2017. The results are tied to the Macao government’s report on the gaming tourism industry and the CSR reporting guidelines promulgated by the industry’s regulatory bodies. Further analysis is conducted based on public statistical data to quantify the social value co-created by the industry players with their stakeholders. The findings show that sustainability of enterprises in the gaming tourism industry is created through the participation of various stakeholder groups, such as consumers/customers, government, community, suppliers and employees. This is one of the first studies on value co-creation via CSR disclosure based on companies in the gaming tourism industry, especially in a region under the “one country, two systems” regime. Furthermore, this study pioneers in exploring how companies use CSR reporting to enhance their image and restore social values from their gaming operations which represent a typical controversial sector integrated with tourism.
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