Impact of CSR practices on organizational performance in UK hospitality sector: A study on Hilton Hotel

FOUNDATION PROJECT
(FND002)

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
Research Aim...............................................................................................................................1
Research Objectives.....................................................................................................................1
Background..................................................................................................................................1
Rationale......................................................................................................................................2
Research Questions......................................................................................................................2
LITERATURE REVIEW................................................................................................................2
PROPOSED METHODOLOGY.....................................................................................................3
Research type...............................................................................................................................3
Research approach.......................................................................................................................4
Research philosophy....................................................................................................................4
Data collection.............................................................................................................................4
Sampling......................................................................................................................................4
Data analysis................................................................................................................................4
Reliability and validity.................................................................................................................5
Research limitations.....................................................................................................................5
Ethical considerations..................................................................................................................5
PROPOSED ANALYSIS................................................................................................................5
Questionnaire...............................................................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................8

Title: To analyse the impact of CSR practices on the organizational performance in the context
of UK hospitality sector: A study on Hilton Hotel
INTRODUCTION
Research Aim
The aim of current study is to evaluate the extent to which CSR practices impact the
organizational performance and branding of Hilton Hotel.
Research Objectives
 To build understanding of the concept and models of Corporate Social Responsibility.
 To assess the significance of CSR practices within the UK hospitality sector.
 To ascertain the impact of CSR practices on the performance and branding of Hilton.
 To recommend effectual strategies pertaining to CSR practices boosting the
organizational performance.
Background
In the recent era the UK hospitality sector is at boom and is growing with a faster pace
contributing in the economic development. It has generated significant employment
opportunities, tourism and development of the economy. Further, with the rise in the industry the
expectations of the society are also rising simultaneously. The companies are trying to boost
their organizational performance and efficiency by fulfilling their corporate social responsibility.
CSR refers to a business model that is adopted by the company itself in order to stay accountable
and maximize the satisfaction of the stakeholders. It involves practices like sustainable
development, clean and green environment, reducing carbon footprints, corporate governance,
pollution control and ethical trade practices (Abbas, 2020). In today's environment of cut-throat
competition it is difficult to survive without activities that can satisfy the consumers in the
market and attract them to the products and services of the company in comparison to the
competitors. In the current study Hilton hotel has been selected which incorporates various CSR
practices ensuring improvement in its organizational performance. The proposal shall determine
the level of impact that is caused to the branding, marketing, profitability, customer satisfaction
and development of the future growth prospects by conducting the CSR practices effectually in
the hotel. The research shall shed light on the various tools and techniques that are used in order
to analyse the research problem and prove the hypothesis regarding the significant impact of
CSR on performance of Hilton.
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Rationale
The main reason for conducting the investigation is to ascertain the impact of CSR
practices on the performance of Hilton. CSR is the major practice these days due to the growing
concerns on the environmental issues, sustainable development corporate governance. The
various techniques applied shall shed light upon the influence that is led by corporate social
responsibility on the performance of the company.
Research Questions
Q.1 What is CSR and the relevant models that are used in an organization?
Q.2 What is the significance of CSR practices?
Q.3 What is the impact of CSR practices on the organizational performance of Hilton?
LITERATURE REVIEW
As per the opinion of the Resmi, Begum and Hassan (2018) corporate social
responsibility is a self-regulation model that is applied by the businesses to stay accountable
towards the society and its inhabitants. They are the activities that are conducted by the
companies to boost the morale and satisfaction level of the stakeholders and maximize the
organizational performance. These are the practices and policies that are related to social welfare
and environment protection. The policies that are designed to maintain sustainable development,
pollution control, ethical and fair trade practices etc. forms part of the corporate social
responsibility of the company. Waples and Brachle (2020) contradicts that in the process of
conducting these CSR practices the company has to incur huge costs and expenses of installing
the pollution control equipments. By establishing these additional costs at the similar level of
activity and production capacity it is difficult to ensure the i9mprovement in the organizational
performance. Apart from that the employees has to trained in order to adapt to the new working
policies and many a time when they are resistant to changes, the employee turnover ratio of the
organization increases. Franco and et.al. (2020) evaluates that the Carroll's CSR pyramid shows
the model which shall be followed by the businesses to incorporate the practices and policies and
achieve the benefits in terms of the organizational performance of the company. It starts from the
basic level of economic advantages that is the profitability and survival of the company. The
policies must initially lead to economic development, post which it should ensure that all the
legal requirements are being fulfilled and laws are complied with by the company. Further it the
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