Hospitality Management: CSR, Social Media Trends - Shangri-La Hotels

This report examines emerging trends in the hospitality industry, with a focus on Corporate Social Responsibility (CSR) and the impact of social media. It highlights the benefits of CSR, codes of conduct, and codes of ethics for hospitality organizations, emphasizing customer engagement, brand differentiation, government relations, employee engagement, and community service. The report also explores how social media can further organizational goals through advertising, business promotion, customer service, and marketing campaigns, while also addressing the associated risks such as competitor awareness and negative influences. Using Shangri-La Hotels Group as a case study, the report provides insights into how these trends and practices can be effectively implemented within the hospitality sector. Desklib provides more solved assignments and past papers for students.

Emerging trends in the Hospitality
Industry

Table of contents
Introduction
Benefits of CSR in an organization
Benefits of code of conduct
Benefits of code of ethics
Benefits of social media for furthering
organizational goals
Identification of social media risks
Addressing of some risks of social media
Conclusion
Reference

Introduction
 Nowadays, hospitality industry is one of the
major industries in business world
As the economic image of any country is
changing day by day, people have started to
value the tourism, hotel and other hospitality
industries.
In this assignment Shangri La Hotels Group
has been selected as the case company

1. Benefits of CSR in an organization
Corporate social responsibility is one of the
major activities of any business organization

Customer engagement
Corporate social responsibility helps Shangri-
La Hotels Group to make a good customer
engagement (Jarvis et al., 2017).
Thus, it can be said that this type of CSR
activity has wide impact on customer
retention and customer loyalty, which helps
the company in conducting sustainable
business in competitive market.

Brand differentiation
Maintaining the CSR activities is one of the
business strategies for enhancing the brand
image of an organization (Hur, et al., 2014).
The company publishes the CSR activates
through annual corporate report, which is
accessible by both internal and external
stakeholders.

The relation with the government
CRS responsibility is part of social
responsibility and maintaining social
responsibility is related to the rules and
regulations of government of every country.
Shangri-La Hotels Group through donations
to the children is abiding by the rules and
regulations of the government of China.

Employee engagement
Employees are one of the most important
parts of any business organization (Zhou et
al., 2017).
Shangri-La Hotels Group engages its
employees in CSR activities. As a result of
this, employees can have an idea what the
CSR activities are and what their company is
doing under CSR activities.

Community service
This is the most important aspect of CSR
activities that Shangri-La Hotels Group
maintains (Andrew Czekanski and Brown,
2015).
The company basically serves the community
service to the children of schools and other
organizations through their donations for the
purpose of their education

2. Benefits of code of conduct
Helps to understand what are acceptable and
what are unacceptable practices
Guidance of ethical standards
Ethical behavior of Directors, Managers and
other employees
Identification of infringements of ethics
Resolution of conflicts
Creation of social responsibility

Benefits of code of ethics
Long-term Decision making
Decision making among all the
employees
Reputation of the company
Utility from legal side

3. Benefits of social media for furthering
organizational goals
Importance of social media