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Bennett (1998) alluded that corporate philanthropy can build relations with stakeholders such as government, employees, customers and shareholders. He believed that this level of philanthropy can improve employees' morale and the overall culture of the organization; facilitate customer bonding and retention; and creates the chance of developing social contacts. Elms (2006) added that being corporate responsible can motivate employees. He referred to “Whole Foods”, the world's largest retailer of natural and organic foods, where not only are the customers loyal due to the company's response to the selling of organic foods, but also the shareholders and employees. In 2006 this retail store boasted being rated fifteen (15) on the Fortune's Best Companies to work for.

This level of motivation was also demonstrated by the employees of London Electricity (LE) who are engaged in the group staff voluntary programme known as ‘Helping Hands'. Through this programme, employees are given two days paid work time to be actively involved in community service at both primary and secondary schools, where they engage the students in numeracy, literary and interview skills among other areas. These acts of volunteerism are included in the employees' appraisals and career development plans. This led to a highly dedicated, team-oriented and responsible workforce. LE is intent on excelling in corporate responsibility with the major objective of improving its contributions to social and economic issues in terms of education, homelessness and regeneration. This thrust on community development is believed to have improved its business performance through a highly motivated staff and clientele (London Electricity Group, 2003).

Bennett (1998) cited the work of Logan (1993)whoanalyzed the philanthropy practices of eleven European companies and reported that one of the most dominant reasons for doing so is to exhibit moral and social responsibility in the operations' vicinity.

Philanthropy was also exercised by the organizers of the 16th World Travel Awards held in London. They merged their efforts with ‘Just a Drop', an international charity, to encourage persons attending the 2009 ceremony to contribute to the clean and safe water and sanitation programme, aimed at providing such amenity anywhere around the world it is needed. This event attracted almost one thousand (1000) senior management and decision makers for the world travel and tourism industry and also the one hundred and twenty (120) Miss World contestants (World Travel Awards, 2009).

Business philanthropy seems to be gaining momentum. Based on a research conducted by the British Institute of Public Policy which showed that only 40% of tourism businesses discuss social or environmental issues at the board level (relatively or occasionally), the Association of British Travel Agents (ABTA) started working with the tourism industry in Britain to develop strategies relevant to sustainable development. Likewise, the International Hotel Environment Initiative (IHEI) is aiming at encouraging sustainability in over 8000 hotels around the world (Holloway, 2004).

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