Corporate Social Responsibility in the Hotel Industry

This article discusses the relationship between CSR and customer satisfaction in the hotel industry. It also explores the impact of CSR communication on small hotels and the link between CSR activities and equity-holder risk in the hospitality industry.

Running head: CORPORATE SOCIAL RESPONSIBILITY
Corporate Social Responsibility
Name of the Student
Name of the University
Author note

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Mohammed, A. and Rashid, B., 2018. A conceptual model of corporate social responsibility
dimensions, brand image, and customer satisfaction in Malaysian hotel industry. Kasetsart
Journal of Social Sciences, 39(2), pp.358-364.
Literature Review/Synopsis
The corporate social responsibility is one of the core concepts of the hotel industry
wherein this is considered as significant factor in competition along with survival of the
different firms in the organizations. The main essence of CSR is inclusive of customer
satisfaction which helps the companies in becoming more effective in their
approaches(Mohammed and Rashid 2018).
The article discusses about the relationship between the CSR which is inclusive of
economic, legal, ethical and philanthropic aspects along with the customer satisfaction (Fraj,
Matute and Melero 2015). Moreover, CSR helps in indirectly affecting the customer
satisfaction. For example- Calveras (2015), has commented that CSR is a construct which
have many dimensions which is complying of different kinds of rules and regulations which
will address the different responsibilities.
Key Themes
The different key themes which have been discussed in the respective article are as follows:
 Brand image of the hotel industry
 Customer Satisfaction
 Linkage between CSR activities in hotel industry
Research Methodology

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The research methodology which have been used in the respective article is
qualitative in nature. The different information relating to the hotel industry along with
linkage with the different corporate social responsibility practices are based on the different
kinds of journals that helped in analyzing the conceptual framework between the CSR
activities and customer satisfaction level as well. Furthermore, as per the equity theory which
are being applied in different hotels, the different customers are termed as the stakeholders
who are more concerned with the economic value of consumption and overall stance of the
entire company as well.
Results
From the methodology and the entire article, this can be analyzed that corporate social
responsibility is becoming one of the major topics which helps in creating long term
relationships with the different clients. Nevertheless, from the analysis this has been analyzed
that the entire research is scarce particularly in the entire hotel industry or sector. Moreover,
the equity theory helped in managing the different economic requirements of the different
customers which will help in indirectly affecting performance of the hotels.
Ettinger, A., Grabner-Kraeuter, S. and Terlutter, R., 2018. Online CSR communication in
the hotel industry: Evidence from small hotels. International Journal of Hospitality
Management, 68, pp.94-104.
Literature Review/Synopsis
The paper helps in examining the impact of the CSR certified hotels which helps in
communicating CSR on the different websites along with the comments of the guests on such
hotels as well. The different kinds of CSR engagement strategies of the information of
stakeholder, response along with involvement of Morsingand Schultz which are being used as

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the conceptual framework (Ettinger, Grabner-Kraeuterand Terlutter 2018). Furthermore, the
study helped in exploring the extent to which the different hotels communicate the different
CSR related activities to the different stakeholders via the webpage of the hotel (Serra-
Cantallops et al. 2018).
Moreover, from the article this can be analyzed that there are different kinds of
analysis have been taken into consideration which helped in managing the different models of
CSR and website analysis effectively (Ettinger, Grabner-Kraeuter and Terlutter 2018). With
the help of the different studies, this helped in addressing the different customer reviews on
the different hotels along with strategies related to communication along with CSR
engagement strategies as well.
Key Themes
There are few key themes which are being used in the respective article which are as follows:
 CSR related communication
 Stakeholder Engagement
 Website Analysis
 Sustainable kind of tourism
Research Methodology
The quantitative research methodology has been used in the respective article which
helps in discussing the different kinds of information on the linkages between the CSR and
website analysis. Furthermore, the study between online reviews analysis is required to be
analyzed and identified which will provide a proper view on the respective aspect. Lastly, the
analysis of responses of hotel to online reviews will be analyzed which provided a huge
feedback on the CSR activities.

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Results
The results which have been generated from the quantitative analysis are as follows:
 The result of the first aspect is relating to the different kinds of CSR goals which are
required to be adopted by the hotel industry in order to gain knowledge on the CSR
communication practices effectively.
 The result of the second aspect is relating to review corpus description wherein more
than 1383 reviews were taken into consideration which contained more than one
references to the CSR related activities.
 Lastly, the result of the last aspect is inclusive of different surveys which were being
conducted helped in analyzing and understanding that the different reviews of CSR
are essential in analyzing the viewpoints of the individuals on the different CSR
activities of the hotels.
Kim, Y., Kim, M. and Mattila, A.S., 2017. Corporate social responsibility and equity-holder
risk in the hospitality industry. Cornell Hospitality Quarterly, 58(1), pp.81-93.
Literature Review/Synopsis
The entire study helped in examining whether the CSR activities helps in enhancing
the value for the different shareholders who helps in funding for the different CSR initiatives
of the firms (Benavides-Velasco, Quintana-García and Marchante-Lara 2014). The
investigation of the different relationships between the CSR activities of the hotel industry
along with risks associated with the equity is being identified which provided huge analysis
on the different kinds of systematic risks and unsystematic kind of risks (Kim, Kimand
Mattila 2017). The study also analyzed that the different CSR related activities helped in
reducing the different systematic kinds of risks in the hotel industry and this helped the

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companies or the hotel industry in solving the different approaches in a positive manner
(Singh 2019).
Key Themes
There are various key themes which are being used in the respective article are as follows:
 Corporate Social Responsibility and Equity Risk
 Linkage between CSR activities and Systematic Risks
Research Methodology
Proper development of the cross-sectional time series models has been developed
which helped in gaining knowledge on the aspects of the CSR related activities in reducing
the different risks in the entire hospitality industry.
Furthermore, the surveys and questionnaires were distributed among the different
hotels which helped in gaining knowledge on the viewpoints of the employees working in the
hotels about the CSR activities which helps in managing the overall effectiveness of the firm.
MSCI ESG ratings help in providing necessary data which is required for calculation of the
CSR analysis in an efficient manner.
With inclusion of the quantitative research methodology, this has helped in becoming
more specific that the CSR activities help in reducing the systematic kind of risks in the
hospitality industry and gained huge competitive advantage in the entire market as well.
Additionally, in this aspect the independent variable is CSR which is being used in order to
quantify the activities related to the same in the different organizations.

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Furthermore, the study considered the total category level CSR scores in more than
five kind of categories along with the overall CSR score in the particular year to gain
knowledge on the various aspects of CSR practices in hotel industry.
Results
The results which have been generated from the article is relating to the different
kinds of hospitality industries such as the hotels are engaging into different kinds of CSR
initiatives which help in managing the different systematic risks in an effective and
appropriate manner. The theoretical implications helped in analyzing that the hospitality
firms considers CSR as powerful intangible asset for the organization which is helpful in
nature in analyzing the influence of the CSR related activities effectively.

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References and Bibliography
Benavides-Velasco, C.A., Quintana-García, C. and Marchante-Lara, M., 2014. Total quality
management, corporate social responsibility and performance in the hotel
industry. International Journal of Hospitality Management, 41, pp.77-87.
Calveras, A., 2015. Corporate social responsibility strategy in the hotel industry: evidence
from the Balearic Islands. International Journal of Tourism Research, 17(4), pp.399-408.
Ettinger, A., Grabner-Kraeuter, S. and Terlutter, R., 2018. Online CSR communication in the
hotel industry: Evidence from small hotels. International Journal of Hospitality Management,
68, pp.94-104.
Fraj, E., Matute, J. and Melero, I., 2015. Environmental strategies and organizational
competitiveness in the hotel industry: The role of learning and innovation as determinants of
environmental success. Tourism Management, 46, pp.30-42.
Kim, Y., Kim, M. and Mattila, A.S., 2017. Corporate social responsibility and equity-holder
risk in the hospitality industry. Cornell Hospitality Quarterly, 58(1), pp.81-93.
Mohammed, A. and Rashid, B., 2018. A conceptual model of corporate social responsibility
dimensions, brand image, and customer satisfaction in Malaysian hotel industry. Kasetsart
Journal of Social Sciences, 39(2), pp.358-364.
Serra-Cantallops, A., Peña-Miranda, D.D., Ramón-Cardona, J. and Martorell-Cunill, O.,
2018. Progress in Research on CSR and the Hotel Industry (2006-2015). Cornell Hospitality
Quarterly, 59(1), pp.15-38.

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Singh, J., 2019. Study of relation between CSR and employee engagement in hotel industry.
In Corporate Social Responsibility: Concepts, Methodologies, Tools, and Applications (pp.
1243-1249). IGI Global.