Achieving a great reputation for corporate social responsibility: study from the Czech hospitality industry
ČlánekOtevřený přístuppeer-reviewedpublishedDatum publikování
2019
Vedoucí práce
Oponent
Název časopisu
Název svazku
Vydavatel
Univerzita Pardubice
Abstrakt
Corporate Social Responsibility (CSR) can be understood as an investment
that will bring stability and prosperity to a company in the long-term. We investigate
the notion that social initiatives will help companies to expand business through an
excellent reputation in CSR and, thus, gain the conditions for profitable and
sustainable growth. We employed questionnaire survey data and used statistical
analysis of the results to identify possible links between social activities and other
hotel characteristics, namely, a set code of ethics, hotel independence, hotel class,
hotel size and managerial position of the respondent. According to the results,
respondents considered socially responsible business practices as the most important.
The Cause Promotion initiative was considered as less important than corporate
philanthropy and volunteer work by hotel employees. The lowest importance was
attributed to Cause-Related Marketing. A set ethical code has an impact on assessing
the significance of all social initiatives. We have determined that managers of
independent hotels pay less attention to social activities than managers of hotel
chains. The hotel class did not affect responses in the categories of Cause Promotion
and Social Marketing. Furthermore, hotel size did not affect assessed the significance
of socially responsible business practices.
Rozsah stran
p. 17 - 28
ISSN
1211-555X (Print)
1804-8048 (Online)
1804-8048 (Online)
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Projekt
Zdrojový dokument
Scientific papers of the University of Pardubice. Series D, Faculty of Economics and Administration. 45/2019
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Klíčová slova
corporate social responsibility, hospitality industry, hospitality management, statistical analysis, sustainable growth, prosperity