The role of rural tourism in addressing gender issues and livelihoods through CSR

Abstract

Poverty remains an issue of concern in the African continent and the prevailing situation of COVID 19 Pandemic seems to have exacerbated it. This exploratory qualitative study investigated how rural tourist facilities can enhance the livelihoods of the rural communities considering that the rural communities constitute a higher number of poverty and gender inequalities in the world. The present study used qualitative approaches to investigate the problem at hand. It employed qualitative case study and using phenomenological research design, the study presented the findings using thematic analysis. The themes generated in this study suggest that Malealea Lodge in collaboration with Malealea Development Trust improved the livelihoods of the beneficiaries by creating employment opportunities, income-generating activities and empowering different categories of the beneficiaries. The findings revealed that CSR activities at Malealea have not improved gender relations though at individual and group levels, gender issues were addressed. The findings further revealed that the CSR initiatives were successful and there were several factors responsible for the success. Finally, the findings revealed that the advent of COVID 19 has introduced new challenges and opportunities.