Corporate Social Responsibility in Hospitality

This assignment examines the implementation of Corporate Social Responsibility (CSR) within the context of Sofitel Hotels. The research delves into guest perspectives on CSR initiatives, assesses employee engagement with these practices, and investigates the hotel's environmental footprint. Data collection involved surveys, interviews, and analysis of secondary sources. Findings were interpreted in light of existing literature on CSR in the hospitality industry to provide recommendations for enhancing Sofitel's CSR performance.

MANAGING SUCCESSFUL BUSINESS
PROJECT

TABLE OF CONTENTS
P1 Aims and objectives of Sofitel hotel.................................................................................3
P2 Project management plan with covering the aspects of Cost, time and communication.. 3
P3 Producing Gantt chart for providing time frames.............................................................5
Task 2...............................................................................................................................................6
P4 Small scale research for carrying by applying qualitative research method.....................6
TASK 4............................................................................................................................................7
P5 Research and data using appropriate tool and techniques.................................................7
P6 Recommendation by considering results.........................................................................17
P7 Reflection on learning and performance.........................................................................19
REFERENCES..............................................................................................................................20
APPENDIX....................................................................................................................................21

Title: CSR and stability in firm performance
P1 Aims and objectives of Sofitel hotel.
Topic: “CSR and stability in firm performance”.
Background of study :
Corporate social responsibility is considered as the most important part of an organization under
which all important information regarding welfare of stakeholders is provided. This enables firm
to create its unique identify along with satisfaction of customers. For every sort of business firm
there is a great importance of the corporate social responsibility concept (Andersen and Skjoett-
Larsen, 2009). This is because this concept help business firm in creating its good image among
the customers. There are large numbers of customers which by considering such kind of image of
company take purchase related decisions. This help business firm in gaining competitive
advantage over competitors. Thus, it become very important for the business firm to perform
corporate social responsibility related activities. By performing corporate social responsibility
related activities employees and general public both can be benefited by the business firm. Thus,
it can be said that Sofitel hotel can derive multiple benefits by performing CSR activities at
ground level (What is Corporate Social Responsibility?. 2017).
Aim: To analyze the role of CSR activities in achieving competitive advantage - A study on
Sofitel hotel.
Objectives:
 To access the significance of corporate social responsibility for the business firm
 To find out relationship that exists among CSR and competitive advantage.
 To recommended some tactics that can be followed by the firms to competitive advantage
over competitors.
Research question
 What is the significance of the CSR activities for the varied firms?
 What is the relationship between CSR and competitive advantage?
 What are the tactics that can be followed to gain competitive advantage over
competitors?

P2 Project management plan with covering the aspects of Cost, time and communication. Cost: Cost of project is moderate as small sample size is taken in to account. Lots of
stages are followed in order to complete the project. Hence, cost of employment is high
in project. Scope: There is wide scope of project as it cover CSR, firm performance and impact of
CSR on firm as well as areas where is can perform social activities. Thus, current
research project cover lots of things. Time: Project will be performed for five month time period and during this duration all
stages related to data collection and analysis will be performed. Quality: In order to maintain quality it is ensured that data is gathered from reliable sort
of people and there are no missing values. Communication: In order to promote communication among employees group
messenger was used so that coordination can be promoted among them. Risk and resources: Financial and human resources are used in current project. There is
risk that respondents may give wrong answers but care was taken and it was ensured that
only reliable facts are used for analysis purpose.
Task Mode Task Name Duration Start Finish Predecessors Cost Resource
Names
Auto
Scheduled Research project 94 days Thu
9/21/17
Tue
1/30/18 $290.00
Auto
Scheduled Planning 24 days Thu
9/21/17
Tue
10/24/17 $65.00
Auto
Scheduled
Finding the
research topic 10 days Thu
9/21/17
Wed
10/4/17 $50.00 Internet
Auto
Scheduled
making
problem statement 6 days Thu
10/5/17
Thu
10/12/17 3 $10.00 Human
resource
Auto
Scheduled
Setting the time
frame for the
allocation of
resources
8 days Fri
10/13/17
Tue
10/24/17 4 $5.00
Data analysis
of available
resources
Auto
Scheduled Implementation 61 days Wed
10/25/17
Wed
1/17/18 $195.00
Auto
Scheduled
Carrying out
literature review
16 days Wed
10/25/17
Wed
11/15/17
5 $100.00 Through
internet
varied
research

papers were
collected
Auto
Scheduled
Choosing
research
methodologies
18 days Thu
11/16/17
Mon
12/11/17 7 $5.00 Human
resource
Auto
Scheduled
Calculation of
the costs 7 days Tue
12/12/17
Wed
12/20/17 8 $10.00
Excel
software was
used to
compute
cost
Auto
Scheduled
Data analysis
and interpretation 20 days Thu
12/21/17
Wed
1/17/18 9 $60.00
Excel was
used to
analyze data
Auto
Scheduled
Evaluation of
result and outcomes 11 days Thu
12/21/17
Thu
1/4/18 9 $20.00 Human
resource
Auto
Scheduled Project closer 18 days Fri 1/5/18 Tue
1/30/18 $30.00
Auto
Scheduled
presenting
conclusion and
recommendations
9 days Fri 1/5/18 Wed
1/17/18 11 $10.00 Word
package
Auto
Scheduled
Proper
documentation of
results
7 days Thu
1/18/18
Fri
1/26/18 13 $15.00 Word
package
Auto
Scheduled
Submission of
report 2 days Mon
1/29/18
Tue
1/30/18 14 $5.00
Internet was
used to mail
report

P3 Producing Gantt chart for providing time frames
It can be seen from the above image that entire research work will be divided in to different
categories like planning, implementation and project closure. It can be seen that under planning
varied activities are performed like finding research problem and preparing problem statement
and thereafter time frame is determined for allocation of resources. In second stage literature
review is done and under this varied research papers are reviewed and sample size that need to
be taken is determined. At this stage, data is collected and analysis of same is done. In third and
final stage of project closure project report is prepared and submission of same is done and in
this way entire research work is carried out.

Task 2
P4 Small scale research for carrying by applying qualitative research method
Research methodology is the most important part which consists of information related to
different kind of tools and techniques applied for collection of information and analysis of the
same. These are explained as follows- Research method-There are varied sort of research methodologies such as qualitative and
quantitative. The researcher, in present research will be using qualitative type of
investigation of the purpose of conducting the in-depth analysis (Howell, 2013).
However, quantitative research has not been used because researcher it require to
availability of specific facts and figures for collection of information. Apart from this, use
of quantitative method facilitates to understand the impact of single variable on other. In
this manner, qualitative type of investigation is considered as the most suitable method. Research design- Selection of the research design is based on the nature as well as
requirement of the study (Ihantola and Kihn, 2011). Here, exploratory research design
demands to discover something new with exploration of the study effectively.
Furthermore, application of descriptive research design allow scholar to collect the
information effectively and use the same for the purpose of presenting the findings in a
most effective manner. Therefore, descriptive research design is considered as the most
appropriate for collection of the information and analysing the findings. The main reason
behind selecting the descriptive research design is to analyze the characteristics of
population which is being studied for the current investigation (Vaivio, 2008). Research approach-Deductive and inductive are two major kind of research approaches
which are having their different characteristics for completion of research effectively.
The deductive research design begins with generalization of information and thus
reaching to the specific outcome. Furthermore, inductive research design start with
specific evaluation of the problem and end up with formulation of suitable theory
(Franklin, 2012). This in turn deductive as the most suitable approach has been selected
to understand the implementation of CSR activities within organisations to meet
sustainable objectives. Here, at first research collect information from available sources
and then accordingly reach the valid outcome effectively.

 Data collection-Data collection is considered as the most important process into the
research methodology. However, primary and secondary data are collected for
completion of the current investigation. The method applied for collection of primary
data is questionnaire under which close ended questions are added. This questionnaire is
floated among manager of Sofitel hotel (Fiegen, 2010). However, the sample size
selected for the study is 10 where purposive sampling has been adopted. It proves to be
effective for researcher to gather the information effectively and reach at the end results.
On the other hand, varied sources like journals, books and online articles are selected in
order to collect secondary data.
 Data analysis-The process of data analysis is completed with the the application of
qualitative technique under which thematic analysis has been used. The collected
information from primary and secondary sources are analysed with the help of
construction of themes on the basis of questionnaire. Each theme will be followed by
graphical presentation along with detail expansion of implementation of CSR activities in
Sofitel hotel. Hence, thematic analysis proves to be the most effective method of data
analysis and assists researcher in drawing valid outcome accordingly (Mok, Sparks and
Kadampully, 2013).
The study is being conducted with the help of small scale research along with application of
qualitative research method. For this purpose, close ended questionnaire has been prepared
which aids to collect the primary information from the respondents and derive the valid outcome
accordingly.
Name:___________________
Age:_____________________
Occupation:_______________
Income level:______________
1.) Do you think that CSR is very important for the business firms?
 Yes
 no
2.) There is a close connection between CSR and Sofitel hotel growth and good image among
stakeholders.
 Highly agree

 Agree
 Somewhat agree
 Disagree
 Highly disagree
3.) Sofitel hotel responsible for performing CSR activities at ground level.
 Highly agree
 Agree
 Somewhat agree
 Disagree
 Highly disagree
4.) In your view point which problems firm is currently facing in its business?
 Low occupancy rate
 employee safety
 Non satisfaction of customers from aesthetic of exterior of hotel
5) CSR activities can help business firm in solving above selected problem.
 Highly agree
 Agree
 Somewhat agree
 Disagree
 Highly disagree
6) To what extent CSR can help firm in solving these problems.
 Highly
 Moderately
 Low
7.) On which of below given alternative hotel must work in order to create its good image
among the customer.
 Health
 Protection of environment
 Employees safety
8.) Which of below given approaches hotel must follow in order to implement CSR activities at
ground level?

 Giving financial help to local community
 Organizing charity event
 Taking help of voluntary organization
9.) In Sofitel hotel which of the below given entity is chiefly liable to implement CSR at ground
level?
 HR department
 Administration
 Manager
TASK 4
P5 Research and data using appropriate tool and techniques
Table 1Calculation of mean, median and mode
There is a
close
connection
between
CSR and
Sofitel hotel
growth and
good image
among
stakeholders.
On which
of below
given
alternative
hotel must
work in
order to
create its
good
image
among the
customer.
In your
view
point
which
problems
firm is
currently
facing in
its
business?
1 1 1 1
2 1 2 2
3 2 1 3
4 3 2 2
5 1 1 1
6 1 3 3

7 4 1 3
8 1 2 1
9 1 1 2
10 5 1 1
Mean 2 1.5 1.9
Median 1 1 2
MODE 1 1 1
Interpretation
Mean value in case of variable close connection between CSR and Soffietal hotel
performance is 2 and median as well as mode values are 1 which reflect that large number of
respondents are strongly agree with fact that CSR improve firm performance. In order to create
good image hotel must perform CSR activities related to health activities like medical camps etc.
This fact is supported by values 1.5 of mean and 1 of median and mode. In case of variable
problems that firm is facing in its business mean value is 1.9 and median as well as mode values
are 2 and 1 which reflect that low occupancy and employee safety are major problems that firm
is facing.
Themes
Thematic analysis is being conducted for the collected primary data which enable
researcher to shed light on the outcome effectively. Apart from this, frequency table and
graphical presentation of data is ensured. Thus, themes are prepared on the basis of questionnaire
and accordingly each one is followed by clear themes and data so as to reach at the end results in
a more effective manner.
Do you think that CSR is very important for the business firms?
Yes 8
No 2

Figure 1 People response on their thinking about importance of CSR for the business firms
Interpretation
Chart given above reflects that there are large numbers of respondents who think that
there is a great importance of CSR for the business firms. It can be observed from the chart that
out of 10 respondents there are 8 people who think that is a significant importance of the CSR for
the business firms. There are only 2 respondents who think that there is no importance of
corporate social responsibility activities for the business firms. It can be said that most of the
respondents believe in fact that CSR activities give multiple benefits to the business firm and due
to this reason it must always perform relevant activities for the welfare of the general public and
employees. (Chen and Bouvain, 2005)
There is a close connection between CSR and Sofitel hotel growth and good image among
stakeholders.
Strongly accept 3
Accept 3
To some extent
accept 1
No accept 2
Strongly not
accept 1

Figure 2 People response on statement there is a close connection between CSR and Sofitel hotel
growth and good image among stakeholders.
Interpretation
Mostly sample units state that there is close connection between CSR and Sofitel hotel
growth and good image among stakeholders. There are 3 respondents that are highly agree and
same numbers of respondents are agree on the asked statement. There is only single person in
entire sample which is somewhat agree on the statement that is close relationship between CSR
and Sofitel hotel in terms of growth and good image. Some respondents give negative response
on the asked statement. There are only two individual which is are disagree and they believe that
there is relationship between CSR activities and growth and good image of the firm in eye of
stakeholders. There is only one respondent who are highly disagree with relevant statement. It
can be said that there are large number of people who believe that there is close association
among CSR and firm growth as well as image (Goi and Yong, 2009).
Sofitel hotel responsible for performing CSR activities at ground level.
Strongly accept 4
Accept 3
To some extent
accept 1
No accept 1
Strongly not
accept 1

Figure 3 People response on responsibility of the business firm to perform CSR activities at
ground level
Interpretation
There are four respondents who are highly agreed on the fact that it is the responsibility
of the business firm to perform CSR activities at ground level. Apart from this, three respondents
are agree on the fact that business firm is responsible to perform CSR activities for the welfare of
general public and employees because resources that are used in the business are taken from the
public. Thus, it is responsibility of the firm to do something for benefit of the people. There are
only single respondent who is neutral on the asked statement. One respondent is disagreeing and
same number of respondent is highly disagreeing on the fact that business firm is liable to
perform CSR activities at ground level. Thus, overall conclusion is that firm must perform social
activities for benefit of the people.
In your view point which problems firm is currently facing in its business?
Low occupancy rate 2
Employee safety 5
Non satisfaction of customers from aesthetic of exterior of
hotel 3

Figure 4 People response on problems firm is currently facing in its business
Interpretation
Research results are indicating that Sofitel hotel have a very high occupancy rate and due
to this reason that is not problem for the business firm. However, there are 2 respondents out of
10 who think that there is a problem of low occupancy rate for the business firm. There are large
numbers of respondents who think that employee safety is the one of the main issue that Sofitel
is currently facing in its business. In table it can be seen that there are 5 respondents out of 10
who think that employee safety is the one of the big issue for the business firm and it must take
some actions to ensure that employee’s life is safe at the workplace. There are three respondents
who think that poor aesthetic in the exterior part of hotel is the factor that to some extent create
problem for the firm. 3 respondents out of 10 think such kind of things. Thus, employee safety is
the one of the important issue that firm is currently facing in its business.
CSR activities can help business firm in solving above selected problem.
Strongly accept 3
Accept 3
To some extent
accept 1
No accept 2
Strongly not
accept 1

Figure 5 Response of respondents on role that CSR play in helping firm in solving its problems
Interpretation
Results revealed that there are 3 three respondents that are highly agree on the fact that
CSR play a very important role in helping firm in solving business problem. Similar number of
respondents is agree on same statement. There is only one respondent which is somewhat agree
and is almost neutral on relevant statement. 2 respondents are disagreed and think that CSR does
not help business firm in solving its problem in any manner. One respondent is highly disagreed
on same thing. Overall overview is that large proportion of sample believes that CSR to great
extent help firms in solving its problems.
To what extent CSR can help firm in solving these problems.
Highly 4
Moderately 3
Low 3
Figure 6 Response of respondents on extent to which CSR help firm in solving its problems

Interpretation
There are 4 respondents who think that CSR help business firm is solving business
problem. There are four respondents who think that CSR play a very high role in helping firm in
solving business problems. Apart from this, there are three respondents who assume that
moderately CSR help firm in solving its business problem. Same number of respondents thinks
that CSR only to some extent extant help firm solving above mentioned problem. It can be said
that there are large number of people who assume that CSR greatly help Sofitel hotel in solving
its problems (Heslin and Ochoa, 2008).
On which of below given alternative hotel must work in order to create its good image among
the customer.
Health 3
Protection of
environment 3
Employees safety 4
Figure 7 People response on alternative that hotel must work in order to create its good image
among the customer

Interpretation
There are three respondents who think that Sofitel hotel must work on improving health
conditions for the people. Apart from this, there are three respondents who think that as part of
CSR activities mentioned hotel must take actions for protecting natural environment. Along with
this, there are only 4 respondents who assume that Sofitel hotel must perform CSR activities in
respect to employee safety which comes in category of employee welfare. By doing so hotel can
create its good image among the employees and can make their best use in the business.
Which of below given approaches hotel must follow in order to implement CSR activities at
ground level?
Giving financial help to
local community 3
Organizing charity event 3
Take some actions for
employees welfare at own
level 4
Figure 8 People response on approaches hotel must follow in order to implement CSR activities
at ground level
Interpretation
Results revealed that 4 respondents out of 10 think that in order to implement CSR
activities firm must take some actions for employee welfare at its own level. Apart from this,

there are three respondents who think that by organizing a charity event CSR activity can be
implemented by the business firm. Same number of respondents thinks that by giving financial
help to local community relevant activities can be implemented in best way. It can be said that
people give mixed response on asked statement.
In Sofitel hotel which of the below given entity is chiefly liable to implement CSR at ground
level?
P6 Recommendation by considering results
The chapter of data analysis reflected that CSR is considered as the most important
department through which researcher come to the conclusion along with recommendations. It has
been found that CSR department of the firm facilitates to meet the expectations of all related
stakeholders ans support them to get higher rate of return in the business. It contributes towards
delivering good quality of services to end users and create competitive edge of the business in
the marketplace (What is Corporate Social Responsibility?, 2017). Apart from this, timely
updation is required in the activities which are performed by CSR department along with equal
focus on the society as well as growth of the corporation (Saunders, 2003). However,
suggestions can also be provided in the line of outcomes extracted with the help of data analysis
part.
 The separate budget can be set along with allocation of money on different business
activities. At the time management should take some action for effective support to
workforce. This proves to be effective to boost their morale and enable them in doing
their best.
 Sofitel hotel should put efforts to organize all activities in the direction of growth and
success. Furthermore, charity related task can also be done so as to accomplish all related
task effectively.
 Workforce should be trained effectively so they can perform all the activities related to
management of CSR.
 The flow of communication should be perfect whereby it becomes easy for corporation to
communicate with all its stakeholders and personnel.
 Sofitel hotel must ensure to have safe working environment and provide development
opportunities for personnel. This aids to cater need of customers by offering them good
quality of services

 The motivational strategies and reward management program can be applied for
workforce. This would be effective for the purpose of increasing the productivity and
reducing the cost of production. It is because generally the motivated people shed light
on improving their performance day by day.
 The pricing strategies of product and services should be fair and ethical which reflects the
image of an organization. In this manner, Sofitel hotel can gain the competitive edge
along with retention of buyers for longer time span.
 The cost effective project which reduces the use of water, natural resources and energy
can be applied for its appropriate utilization of resources and better performance of the
business.
 It is recommended to the business firm that it must time to time conduct corporate social
responsibility activity for the people. It is necessary to perform CSR because by using
same word of mouth marketing of firm name can be promoted among people. More
people will come to know about hotel and memory retention value of same will increase.
Hence, firm will earn more revenue in its business.
 It is recommended that separate team must be prepared that will look after
implementation of entire CSR related program. By doing so it will be ensured that CSR
program is implemented in proper manner by the business firm.
P7 Reflection on learning and performance
In order to conduct the current research, different types of research methods are accessed
which assists scholar to accomplish the aim effectively. During completion of this particular
project I learned to manage the time and explore my new skills to complete several work
together. It is because I got chance to work on project management which proved to be effective
construct time scale for the project completion along with Gantt chart. However, I made analysis
among the research methods and select the best one which enable me to collect primary and
secondary data. This enabled me to conduct the questionnaire and collect primary data
effectively. Furthermore, I accessed different journals and books for collection of important
information and using the same in drawing valid outcome. Furthermore, I applied tools like
thematic analysis for analysis of the collected data. At this juncture, I learned to use the excel for
presenting the results along with graph so as to shed light on final outcome of the study. Apart
from this, I got to know that application of different research methods such as qualitative and

quantitative that how they are helpful for deriving the results and applying the same to propose
valid recommendations (Vaivio, 2008). In order to analyse data in better manner I used advance
functions of excel like descriptive analysis tools. By using these tools I compute mean, median
and mode and explore lots of facts and figures about variables. On that basis I identify that on
which factors firm need to pay attention so that as much as possible benefits can be obtained
from CSR. I observed that in data analysis descriptive and thematic analysis method both must
be used. This is because in thematic analysis we simply identify that what sort of response
individuals give. On other hand, use of descriptive analysis helps in identifying multiple facts in
respect to specific variable. Hence, I believed that both methods have their own advantages.
In addition to this, I developed skills like working on novel tools such as excel and work
together along with creation of frequency table and other related concept. This aids to complete
entire study effectively and derive the valid outcome effectively so as to meet the aim and
objectives. Moreover, the phase of interpretation was completed in the line of literature review,
Hence, I learned to ensure the consistency between primary and secondary data at the time of
analysis. This assisted me to present the right outcome along with justification and
recommendation for the corporation as Sofitel hotel.

REFERENCES
Journals and books
Andersen, M. and Skjoett-Larsen, T., 2009. Corporate social responsibility in global supply
chains. Supply chain management: an international journal. 14(2). pp.75-86.
Chen. S. and Bouvain.P., 2005. Branding And Corporate Social Responsibility Rankings- Doing
Good Is Not Enough. Fremantle.
Fiegen, M. A., 2010. Systematic review of research methods: the case of business instruction.
Reference Services Review. 38(3). pp.385–397.
Franklin, M. I., 2012. Understanding Research: Coping with the Quantitative-Qualitative
Divide. London and New York: Routledge.
Goi, C. L. and Yong, K. H., 2009. Contribution of public relations (PR) to corporate social
responsibility (CSR): A review on Malaysia perspective. International Journal of Marketing
Studies. 1(2). pp.46-49.
Heslin, P. A. and Ochoa, J. D., 2008. Understanding and developing strategic corporate social
responsibility. Organizational Dynamics. 37(2). pp.125-144.
Howell, K. E., 2013. Introduction to the Philosophy of Methodology. London: Sage
Publications.
Ihantola, E. and Kihn, L., 2011. Threats to validity and reliability in mixed methods accounting
research. Qualitative Research in Accounting & Management. 8(1). pp.39–58.
Mok, C., Sparks, B. and Kadampully, J., 2013. Service Quality Management in Hospitality
Tourism and Leisure. Routledge.
Saunders, M., 2003. Research Methods for Business Students. Pearson Education.
Vaivio, J., 2008. Qualitative management accounting research: rationale, pitfalls and potential.
Qualitative Research in Accounting & Management. 5(1). pp.64–86.
Online
What is Corporate Social Responsibility?. 2017. [Online]. Available through:
<http://www.businessnewsdaily.com/4679-corporate-social-responsibility.html>.
[Accessed on 4th March 2017].

APPENDIX