Corporate Social Responsibility in Hotel Businesses

Authors : Hakan YILMAZ, Sinan YILMAZ

Pages : 89-100

Doi:10.18037/ausbd.389189

View : 26 | Download : 15

Publication Date : 2016-08-12

Article Type : Research Paper

Abstract :  The present study examines CSR in hotels. The study begins with a review of the concept of CSR in light of corporate sustainability, corporate reputation and corporate communications. It employs case study methodology to examine the CSR implementation and initiatives of the Accor Group which is one of the leading hotel operators in the world. The Accor Group is present in 92 countries across five continents, owns, leases or manages 3700 hotel properties. It has a portfolio of 18 brands ranging from economy to luxury. The reason Accor Group is selected for the case study is its CSR program titled “PLANET 21” which covers 21 CSR initiatives covering 7 domains which it calls; health, nature, carbon, innovation, local, employment and dialogue. These domains cover a wide spectrum of CSR topics and represent a variety of stakeholder groups. Also the global nature of the company under examination ensures that different types of geographically classified CSR philosophies are covered. The findings of the case study are used to develop suggestions for hotel businesses desiring to develop CSR policies. 
Keywords : Hotel Businesses, Corporate Social Responsibility