Corporate Social Responsibility Assignment - Inter Continental hotel

Corporate
Social
Responsiblity

Table of Contents
INTRODUCTION...........................................................................................................................1
TASK 1............................................................................................................................................1
1.1 The main principle of CSR...................................................................................................1
1.2 Compare CSR and sustainable development in the hotel industry.......................................2
1.3 State the need and advantages of including CSR as part of a hotel's business strategy........3
TASK 2............................................................................................................................................5
2.1 CSR affects the ethical treatment of the hotel's society........................................................5
2.2 Determine how hotels have effects on the environment and cultural heritage.....................5
2.3 Reviewing the significance of having a CSR policy.............................................................6
TASK 3............................................................................................................................................6
3.1 Various trends and best practical examples of sustainable development in the hotel
industry........................................................................................................................................6
3.2 Discuss how hotels can implement practices and methods to reduce energy, water use and
waste............................................................................................................................................7
3.3 Discuss how to implement a CSR policy and framework in hotel industry.........................7
CONCLUSION................................................................................................................................8
REFERENCES................................................................................................................................9

INTRODUCTION
Corporate Social Responsibility is defined as a self regulating business model that can
help a company be socially responsible regarding to itself, stakeholders and the public (Tschopp
and Nastanski, 2014). Through practising, CSR also known as corporate citizenship, companies
can be conscious of the kind of present they having all outcomes in reference to society where
consist of economic, environmental and social. To better understand of the report selected hotel
Inter Continental hotel group plc. It is a British multinational hospitality company and
headquarter situated in Denham, Buckinghamshire, England. The presented report consist of
main principle of CSR and sustainable development applicable in the hospitality industry.
Determine the positive and negative effect on hotels in the context of social, cultural and
environmental factors. Additionally, carry out improvements in the way of hotels can become
more responsible and sustainable.
TASK 1
1.1 The main principle of CSR
The meaning of corporate social responsibility is how businesses handle their company
procedures to have a favourable general effect on society. It includes development, social effect
and morality, and it should be about key company properly – how businesses make their cash –
don't just add-on features like charity.
Due to uncertainty surrounding the nature of CSR activities it is not easy to describe CSR
and to be certain regarding to such activity. There are defined different types of key principle
that is related to CSR such as
 Sustainability – It is related with the impact which action taken in the present has upon
the alternative available in the future. When resource are proper utilised in the present
then they are no longer available for use in the future. Sustainability applied on the social
must use no more a resource than can be generated (Christensen, Cottrell and Baker,
2013).
 Accountability – It is connected with hotel industry organisation identify the effects of
external environmental activities and therefore assuming of responsibility for the effects
of its actions. According to this principle apply a quantification of the effects of action in
the context of Intercontinental hotel.
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 Transparency – As a principle, it means that the external influence of the action of a
company can be determined from organisation's reporting and pertinent facts are not
disguised within that reporting. It is important for external users in order to collect
information regarding to hotel.
Management role in CSR – A manager should communicate regarding the status of
CSR goals and initiatives taking place in other parts of company. By developing CSR, it become
important part of daily conversations and interaction regarding to expectations, performance,
progress and development manager help to develop mind share for CSR (Williams, 2014).
1.2 Compare CSR and sustainable development in the hotel industry
Define and explain meaning CSR and sustainability - CSR consist of the ethical and
non commercial responsibilities of business in order to connect with society. It is mainly
depended on the triple bottom line approach for hotels – people, planet and economic.
Sustainability concentrates on meeting current requirements without jeopardizing local
communities' capacity to satisfy their requirements. The concept of sustainability is depended on
the three pillars such as economic, environment and social that is called as profit, planet and
people.
Importance of the both - Social responsibility essential for hotel due to provide various
advantages such as improving the company's brand, effectively connect with customers, helping
companies stand out from the competition.
Sustainability essential for business because of it supports mission that striving to support
the environmental health and quality of life for campus and community. It is important for
various causes such as environment quality in reference to healthy communities, clean air,
natural resources and non-toxic environment.
Process followed in both practices and their benefits
 Define messaging
 Include customers
 Develop a score card
 Use social media
 Partner with a third party
 Seek publicity
 Repurpose CSR reports
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Process of sustainability
 Define
 Measure
 Evaluate
 Manage
The benefits of these procedure effectively achieve their goals and objectives as well as
focus on the development of Intercontinental hotel (Bhasin, 2015).
Implementation of both and its impact through examples – Corporate Social
Responsibility (CSR) is a business strategy in which businesses willingly consider the economic
and environmental elements and implications of their activities. Due to global market condition it
is necessary for hotel industry to apply principles in order to promote their competitiveness. For
example – In Intercontinental hotel face problem of Labour like strike, absent at work place and
many others. To manage unions as allies and spend more money and time to training and
recruitment. Through CSR sort out the problems of hotel and provide solution.
Sustainability in the hotel apply to attain to create proper control and get development for
long time. Through this development measure success rate and know the parameters as per the
improvements. For example – To manage water is one of the aspect of sustainability due to
survive hotel at big level it is necessary to apply sustainable development to overcome from
challenging issues to maintain swimming pool.
1.3 State the need and advantages of including CSR as part of a hotel's business strategy
The value of CSR is in achieving corporate sustainability in reference to develop long
term shareholder value. To know the details in reference to role of CSR in business strategy -
Strategy – It is an action that taken by managers to achieve one or more of the
organization's goals. It is also defined as a normal guidance set for an organisation. A strategy all
about connecting with the business activity and using and distributing the scarce resources with
in company. It is important for hotel industry due to manage every business activities in proper
manner and compete with their rival (Soltani, 2014).
Advantage of including CSR with relevant examples – After implement CSR into
hotel industry hotel get many benefits that are defined here such as - Lower operating cost – The company get advantage of Lower operating cost because
there are focusing on the every business activities and proper utilisation of resources. So
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it will affect in positive manner and reduce operating cost. For example – Intercontinental
hotel different types customer visit so provide good services need to different things.
With the help of strategy and CSR effectively arrange business activities. Brand image – Through different types of strategy and CSR build up good brand image
in the market. As a result hotel attract more customers and get advantage of competitive
market. Strategy as well as CSR help to build up effective market image as per the
requirement. For example – To build up good market image in the market it is required to
fulfil the requirement of customers and prepare effective strategy.
 Developing new business activities – Through different strategy analysis of marketing
activities after hat getting that which marker trend running in current time. According to
that prepare effective strategy and apply in the company to get advantage and develop
hotel policies. For example – In the context of Intercontinental hotel, with the help of
strategy find out new ways to develop new business activities in reference to attract
customers (Ngwakwe, 2012).
Limitations and recommended changes to overcome Lack of knowledge – Many time hotel management have not sufficient knowledge and
prepare strategy on the basis of those information. As a result they face various problems
regarding to strategy. Interdependence of units – When business conduct at several levels such as corporate
level, business level and functional level so they are not effectively coordinated and
develop of effective plans.
 Managerial perception – To ignore developing risky objectives and strategies that will
not effectively attain, managers may land up framing sub optimal goals as well as plans.
Recommendation
As per the limitation of strategy to overcome from these problems focus on market
activities and analysis deeply. After analysing find ways to overcome from the different
problems and prepare strategy according to issues. There is required to prepare strategy when
have sufficient information.
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TASK 2
2.1 CSR affects the ethical treatment of the hotel's society
CSR systems and policies aimed at boosting customer satisfaction, preserving conditions,
reducing social issues and contributing to community building. There are mainly focus on these
topics such as -
Role of business ethics in hotel industry – In the context of hotel industry business
ethics plays important role for managers as well as leadership. They are conscious for the
obligation and possibility for the position of leadership. After that they are getting that it is best
way to install ethical principles in order to get ethical awareness in the hotel (El-Firjani,
Menacere and Pegum, 2014).
Impact of CSR – In every business as well as hotel get impact of CSR in effective manner - Changing values – The CSR policy show impact on the values that are set of standards
and rules & regulation of every organisation. It is prepared by on the basis of CSR policy
and influenced to hotel industry in efficient manner.
 Threats – This case study depend on the Marriott hotel where face many problems
regarding to water shortages, climate changes and many others. These are presenting
negative impact on the hotel industry.
2.2 Determine how hotels have effects on the environment and cultural heritage
The travel and tourism sectors can relate both to the deterioration of real and social
resources and also to the uneven distribution of advantages and prosperity.
Change in Environment – Due to changes into environment it effects on the
environment and cultural heritage. Many times they are presenting in negative manner and many
time positive manner. Mainly it depends on the situation.
Greening of environment – To attract customer there are providing facility of lawn that
present good view and help to maintain environment pollution free.
Economic Impacts with specific examples to UK hotel industry – Different types of
economic activities effect on the UK hotel industry such as In Marriott hotel show impact due to
increase traveller fees and tax rate regarding to hotel services it is presenting negative impact on
the hotel industry.
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2.3 Reviewing the significance of having a CSR policy
Social - Business and business companies are an essential component of society, they are
running society's financial life. They were less linked to the anti-economic problems of society,
though, as they were intended solely for company and market development. The societal
activities affect by CSR due to improvement and focus on different trends that can help to
improve hotel industry in broad manner (Yamey, 2014).
Environment – Due to changes in the climate activities focus on the business in efficient
manner and help to business to build up good strategy that can work on critical condition. The
hotel industry aware for it and plan new things that attract to customer with the help of different
CSR policy.
Role of CSR in hospitality – The role of CSR to help of hotel industry to make decision
making and gather information after analysing market in deep manner. In the hospitality sector
CSR plays important role due to set up activities and focus on changes according to that prepare
strategy and apply on it.
TASK 3
3.1 Various trends and best practical examples of sustainable development in the hotel industry
Concept and meaning of sustainable development in the hotel industry – This
concept based on the simple principle that is related to 1987, Brudtland report to consist of
development that needs of the present without any problem. It means natural ecosystem can
ongoing to support life and provide resources to attain with requirement of present and future
generations in hotel industry.
Elements & benefits – There are defined different elements and benefits regarding to
sustainable development in the hotel industry - Fair price - Through this development provide fair price of room and services on right
price (Ward, 2012). Social equity – There are providing social equity to everyone due to sustainability.
 Environmental protection - It can help to maintain protection from environment things
like climate change, environmental management.
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3.2 Discuss how hotels can implement practices and methods to reduce energy, water use and
waste
Methods to stop wastages of energy, water and food – To manager hotel activities it is
required to stop wastages hat can help to run hotel in sufficient manner - Recycling of water – In the hotel required to water many place so it will become reason
shortage so intercontinental hotel apply the method of recycling and apply advance
technology to purify water and use again. For example – In the hotel water use for pool,
bathroom, toilet flush and many other things so save water recycling with technology and
again use it (Bloom, 2013). Use Solar energy – To provide electricity in the hotel in each room required to more
electricity that is not sufficient for every hotel. So they are applying solar panel for
generate electricity in efficient manner. For example – To run hotel n efficient manner
required to provide proper services regarding to water, electricity and other things that
time smartly use solar panel for the business. Buy appliances with energy rating – In the hotel aware for the appliances and wire
system because energy based on these appliances. If it is based on good ratings so
consume less energy other wise present negative impact. For example – The hotel focus
on good quality on the electric appliances as a result get benefits in electricity bills.
 Store food at the right place – In the hotel many times customer did not compete food
that time store in the right place to use this other day and utilise for other work. For
example – In the hotel customer order many food items but end time cancel it that time
utilise for next day ans keep at right place.
3.3 Discuss how to implement a CSR policy and framework in hotel industry
Meaning of CSR policy and their importance in UK hotel industry – In the
Hospitality industry in UK is a multimillion dollar industry. These enterprises serves different
million of people all over the globe and expected to provide great extent over the coming years.
It is important in the hotel to measure progress in efficient manner. If there is find out any
problem that sort out through specific strategy. It is very important in the UK hotel industry
because it helps to solving problems and take effective decision regarding to hotel. It can help to
build up new policy in efficient manner (Hillier, Ross, Jaffe and Jordan, 2013.
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Process of CSR policy an framework implementation – In the CSR policy firstly
planning as per the requirement than prepare different strategy for the hotel as per UK market. It
can help to analysis of different strategy in efficient manner. It can influence to framework of the
company in positive manner.
CONCLUSION
As per the above discussion it has been concluded that Corporate social responsibility
important for the hotel industry that can help to set good framework in effective manner. The
different policies and approaches can influence on economic and environment activities. It has
been understand that sustainable development importation for the hotel industry in efficient
manner.
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REFERENCES
Books and Journal
Tschopp, D. and Nastanski, M., 2014. The harmonization and convergence of corporate social
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Christensen, T., Cottrell, D. and Baker, R., 2013. Advanced financial accounting. McGraw-Hill.
Williams, J. W., 2014. The private eyes of corporate culture: The forensic accounting and
corporate investigation industry and the production of corporate financial security. In
Corporate Security in the 21st Century. (pp. 56-77). Palgrave Macmillan, London.
Bhasin, M .L., 2015. Creative Accounting Practices in the Indian Corporate Sector: An Empirical
Study. International Journal of Management Sciences and Business Research. 4(10).
Soltani, B., 2014. The anatomy of corporate fraud: A comparative analysis of high profile
American and European corporate scandals. Journal of business ethics. 120(2). pp.251-
274.
Ngwakwe, C. C., 2012. Rethinking the accounting stance on sustainable development.
Sustainable Development. 20(1). pp.28-41.
El-Firjani, E., Menacere, K. and Pegum, R., 2014. Developing corporate accounting regulation in
Libya past and future challenges. Journal of Accounting in Emerging Economies. 4(1).
pp.22-56.
Yamey, B. S., 2014. The Development of Company Accounting Conventions, by. In Evolution of
Corporate Financial Reporting (RLE Accounting) (pp. 243-252). Routledge.
Ward, K., 2012. Strategic management accounting. Routledge.
Bloom, M., 2013. Double accounting for goodwill: A problem redefined. Routledge.
Hillier, D., Ross, S., Westerfield, R., Jaffe, J. and Jordan, B., 2013. Corporate finance (No. 2nd
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Momin, M .A., 2013, June. Social and environmental NGOs’ perceptions of corporate social
disclosures: the case of Bangladesh. In Accounting forum (Vol. 37, No. 2, pp. 150-161).
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Biondi, Y., 2012. What do shareholders do? Accounting, ownership and the theory of the firm:
Implications for corporate governance and reporting. Accounting, Economics, and Law.
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Ramanna, K., 2013. Why'Fair Value'is the Rule: How a Controversial Accounting Approach
Gained Support. Harvard Business Review. 91(3).
Online
Management Role in CSR. 2019. [Online]. Avilable through:
<https://www.herald.co.zw/managements-role-in-corporate-social-responsibility/>
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