CSR In Hospitality (Case Study Sample)

A Case Study of Corporate Social Responsibility in the Hospitality Industry
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TABLE OF CONTENTS
1.0 INTRODUCTION .........................................................................................................3
2.0 CORPORATE SOCIAL RESPONSIBILITIES REVIEW.............................................3
3.0 METHODOLOGY..........................................................................................................8
4.0 FINDINGS AND ANALYSIS.........................................................................................10
6.0 CONCLUSION...............................................................................................................13
6.0 RECOMMENDATIONS.................................................................................................14
REFERENCES ......................................................................................................................16
A Case Study of Corporate Social Responsibility in the Hospitality Industry
1.0 Introduction
CSR in full stands for Corporate Social Responsibility. It is considered to be the management concept where most companies integrate the social and environmental concerns regarding their business relations and the way they interact with most of their stakeholders. A corporate is a term that is used to refer to organizations, companies and institutions being run by a series of leader. Integration, which is the bringing of people of different races and ethnic groups together for the sake of businesses, helps most of the companies to maximize their potential in the market (Webster, 2008). This helps them develop good negotiations that act as strength in the market. Corporate Social Responsibility is generally understood as being the way through which most of the companies prosper in the market. This helps them attain an economic, environmental and social balance that can never be avoided in a company that has well set strategies. This term can also be referred to as corporate conscience (Grunewalder, 2008). A good mind in business leads to efficiency and success. Corporate governance refers to the way most of the companies are controlled and managed. Good governance of the companies leads to good results in the market. Corporate Social Responsibility therefore has a great impact in the hospitality industry where hospitality in business is a term used to refer to the good treatment given to customers in various companies. In this case, the hospitality industry involves the hotels and their services, transportation and event planning which lie under the services industry. The purpose of this paper is to critically analyze how CSR are managing the hospitality industry by exploring their responsibilities.
2.0 Corporate Social Responsibility Review
What CSR really means
It is the responsibility of an organization to give explanations on the strategies set to govern the company, some of the decisions made and the activities undertaken in the society for the benefit of the organization. This is what is known as ‘Triple Bottom Line’ (TBL) of people and profits. Most of these implementations are always put in place to favor both the small and big parties in the hospitality industry (Harris & Hazzard, 1992). Hence CSR helps explain the impacts it has in the organization. These objectives help the company to set strategies that will be for its benefit. They are not only responsible in sustaining the company’s ethical standards and approaches to its customers but also it helps to strengthen the community which leads to good negotiations in the market. With these well set strategies, they are able to build the company’s brand in the market hence creating opportunities in the developing hospitality industry. Therefore, a well set plan by CSR helps the company develop a solid business plan of succeeding the hospitality industry. With these, they are also able to fit into the business culture which reflects the whole organization’s strengths and opportunities in the future of the industry.
Strategic business management concepts help corporates run the company with great enthusiasm. Their responsibility is to bring various people from different ethnic groups to work under one roof. This helps build team work and reduce staff turnover. Good corporates in the hospitality industry attract most customers to their business (Bowie & Buttie, 2013). This can be seen in the well treatment guaranteed to most of the customers who visit various lodgings throughout the world. According to Leslie (2012), in the tourism industry, most hotels and tourist attraction sites receive tourists due to their good treatment. This is what hospitality is all about (Oh & Pizam, 2008). It helps them sustain their enterprises and sustainability agendas in the industry across the globe. CSR therefore have a great role in the way they handle most of the things in the company. Some of the successes executed by this corporates are creating a good working environment for most of the clients in the company which leads to good negotiations being guided to their customers. These people therefore play a great role in socializing the public with the services industry. The concept behind CSR is to go beyond the set objectives of the company in order to outdo the rest of the companies in this industry (Crook, 2005). In relation to that CSR are therefore determined to change the state of the company by reducing poverty in their surroundings which directly enhances the reputation of the company leading to the strengthening of its brand. Some of the CSR strategic plans include offering of scholarships to the less fortunate people in the company hence increasing the company’s social status in the society. Therefore, most of these acts by the corporates increase their relationship with humanity which can be referred to as being philanthropic (Henderson, 2001). CSR therefore also looks into the aspect of giving back into the community in a positive manner in order to enhance good relations (Sloan, Legrand & Chen, 2013).
With this strategies put in place, the CSR is also responsible in the analysis of the company’s profits and how they make them. This helps the company to know where they lie in the competitive society hence maximizing their profits to balance their original profits. It also looks into the way a company manages their economic, social and environmental aspects, taking into consideration their effects and influences in the working environment, workforce, market place, chain of profits and also the community (Cooke & He, 2010). In the community sector, it focuses on public policies that affect the company and their impacts whether positive or negative.
Some of the objectives these management concepts are to access measure and monitor the economic, societal and environmental impacts rising from their own policies (Urip, 2010). The uptake of promotion of Corporate Social Responsibility amongst the Small and Medium Enterprises (SMEs) should be a point of great concern for most of these small businesses to prosper. This is because; some of the needs of the small companies might be overlooked in the competitive industry. This can be done by trying to incorporate strategies to favor both the small and large companies so as to strengthen their economic viability (Brammer, Millington & Rayton, 2007). The introduction of TBL approach helped most countries to stabilize in the tourism industry without neglecting the small parties hence this leads to the success of this tool in the development of most countries that helped them monitor their social and environmental standards without compromising their competitiveness in the environment. Hence, CSR objectives have great impact in the development for these service industries such as transportation, cruise lines, theme parks, restaurants and also lodgings.
Triple Bottom Line (TBL) has a good approach which helped them in measuring and reporting the corporate performance which was always considered to be against the economic, social and environmental performance. According to Sloan et al., these results were to enable the CSR to set new strategies of dealing with the problem (2013). To them, working in a conducive environment in the society and meeting their expected goals is a good way of achieving much from the business environment across the globe. Taking for example the tourism sector, which also lies under hospitality, helps define this approaches that are used by TBL in determining the progress of small companies.
Some of the issues of CSR according to Urip, (2010) include dealing with the management of the environment which can be seen in the steps that are taken to maintain lodgings and restaurants in order to favor most people from the surrounding environment. Good management of the environment helps most companies meet their goals since most of them are always determined to achieve their goals in a well set environment with positive people in the surrounding. The other issue CSR is responsible in managing is the way they handle the eco system. Maintaining of the environment helped develop conducive niches for animals in the tourism industry hence helping most of these sectors to earn profits due to implementations set forward by CSR.
The Corporate Social Responsibility also deals with responsible sourcing. This involves getting of employees and types of networks they create with the public (International Hotels Environment Initiative, 1996). This is seen in the executives are choosy on the way they select their workers according to the job opportunities present in the company. With this in mind, it is also good to take into consideration that employment opportunities in this industry widen with good relationships the com...