Series: Hospitality, Tourism and Marketing Studies
BISAC: BUS081000

With the long-term goal of building Macau as a world tourism and leisure centre, the government department responsible for tourism development starts adjusting tourism policies and measures in accordance with Macau’s new positioning, and promotes sustainable and healthy development of the tourism industry in areas including marketing and promotion, tourism planning, products and events, tourism industry management, and training and quality control. Nowadays, Macau gaming companies include CSR information in their annual reports and websites as a marketing tool.

For sustainable development of the gaming industry, many local governments and gaming operators in the world try to reduce the risk and severity of negative consequences through various activities. Since gambling is a potentially addictive activity and can cause major harm to problem gamblers, their families and the communities. “Problem gambling” can cause harm to health, create crimes and produce social disruption. “Responsible gambling” has been mentioned in the Macau chief executive’s policy address since 2007. Many major gambling operators are now explicitly addressing and reporting this issue on their Corporate Social Responsibility. This means adopting and practicing the major principles of CSR is paramount.

This book starts with an introduction of tourism and hospitality development in Macau. Chapter One acts as an introduction and overview of the books entirety. Chapter Two provides a historical review of the gaming industry in Macau, which starts from Macau opening its port to foreigners in the 16th century. Chapter Three discusses the development of CSR practices in Macau along with the issues caused by problem gambling. Chapter Four discusses CSR’s definition and execution from both academic and practical perspectives in tourism, hospitality and gaming industries. Chapter Five focuses on a particular CSR activity, which is responsible gambling and the corresponding issues that arise in the execution and implementation of responsible gambling in Macau. Chapter Six attempts to develop a measurement scale of CSR through a discussion of current CSR measurement issues and its implementation in tourism and hospitality industries. The final chapter is a case study, which is composed of a semi-structured interview with 3 managers currently working in the gaming corporations. The case study will provide a practical perspective on the meaning of CSR, the recent changes and the impacts of CSR activities on the gambling industry. (Imprint: Novinka)