Contemporary Issues in Hospitality & Tourism Essay

Introduction somatic societal business (CSR) has progressively vex known as a germane issue in the incorporated world for the past decade. Making the world a better place, socially and environmentally, is a global accepted phenomenon. According to Porter & angstrom Kramer, 2006, corporate social responsibility has emerged as an inescapable priority for agate line enticeers in every country. The objective of this review is to discuss benefits of CSR on the hotel industry.What is CSR? collective social responsibility involves the ethical and non-commercial responsibilities of businesses as they relate to society in general. It is based, on a triple bottom-line approach for companies people (society), planet (environment) and economical (profit) (Gard McGehee, Wattanakamolchai, Perdue, Onat Calvert, 2009 Kuriakose, 2007 Clark, 2006). Smith posited that CSR implies the need for businesses to contri ande to the communities and markets that dupe make them successful (cited in G ard McGehee et al, 2009, p.417) consequently, companies must consider the wellbeing of society in addition to their concerns for owners, investors and some(prenominal) shargonholders. According to Holcomb, Upchurch and Okumus (2007), the value of CSR is in achieving corporate sustainability in order to urinate long-term sh beholder value. This involves exploiting the markets potential for sustainable increase and services, while successfully reducing and avoiding associated court and risk.The Gap The Negative allude of Not Engaging in CSR Porter & Kramer (2006) posit that, Frequently, though, CSR efforts be counterproductive, for two reasons. First, they pit business against society, when in reality the two are interdependent. Second, they pressure companies to think of corporate social responsibility in generic ways instead of in the way most appropriate to their item-by-item strategies. This leads to a three-fold impact on companies not engaging in CSR hazardous reputa tion, lower profits and customer cynicism.Examples of CSR in HotelsThe idea of CSR has gained traction inwardly the hospitality industry. Consequently, many hospitality businesses, including Sandals and Starwood Hotels, are developing CSR programs and strategies in an plan of attack to boost customer loyalty, conserve environments, reduce social problems and contribute to the education of communities. Several initiatives include the adoption of linen exchange programs, the use of environmentally friendly cleaning agents and vital force conservation through the installation of energy saving devices (White, 2006). An example is the naked eco-friendly Element Starwood Hotels and Resorts that contributes to sustainability through the implementation of the 3Rs course session of reduce, reuse and recycle.The Benefits of CSR to HotelsCompanies that practice CSR strive better reputation, improved brand image, increases in sales, more visible to investors, and increases in customer lo yalty. It can also lead to enhanced public relations and benefits. For example, due to LaRosas Pizzerias contribution to community growth and development, two hundred volunteers, who had benefited from LaRosas sympathy over the years, came to the aid of LaRosas Pizzeria after a fire. The volunteers made up for the short fall that resulted from inadequate insurance, with travel and loans and saved the pizza parlor from bankruptcy (Detwiler cited in Lynn, 2009 p. 2). Thus, companies deemed in force(p) corporate citizen are attractive to new customers and workers, and assist in raising staff morale, and have lower operating(a) expenses.A recent study by a University of Chicago professor published in Management Accounting revealed that companies that are perceived by the public to demonstrate more socially responsible business practices and ethics are likely to perform financially better than those who do not. In 1995, a study conducted by Vanderbilt University found that eight of ten cases of low-polluting companies financially outperformed their dirtier competitors (Brands that do good, 2003 Act responsibly, 2004 Clark, 2006). As such, consumers prefer to do business with companies that have good CSR reputationsRecommendation for CSR in HotelsIn making decisions, management, should consider environmental outcomes, which limit and/or reduce the impact of operations on the inwrought environment. Hotels management need to implement responsible measures because of high cost associated with electricity consumption for heating/cooling, lighting, cooking, etc., which levies pressure on local imagination and increase costs. Thus, the impact on the total cost consumption of a hotel from energy conservation measures is strong and more direct (Kasim, 2006). Consumers are progressively more concerned with how companies make their money and are expecting businesses to engage in responsible activities that will limit, as well as lessen their social, ethical, and environ mental impacts on society and the community.White, (2006) cautions that, that travel-savvy consumers are more environmentally aware and that having environmental and social programmes in place are a consideration in selecting accommodation. Furthermore, any CSR program must involve the employees in order to achieve success. White (2006) also points out that, Its not enough for ranking(prenominal) management to devise new ways to engage customers, to make these programs work they must involve employees at all levels. This means ensuring that everyone in the corporation is informed about CSR policies and practices and are involved in implementing them.Conclusion bodily social responsibility means different things to different people. The underlying themes regarding CRS are that it is good and necessary, activities within which businesses participate should not be viewed or undertaken lightly, but rather, serious consideration must be given to how best CSR should be implemented. To b e effective and deemed as true corporate citizens, businesses should not entirely demonstrate CSR during times of economic well being and its practices, during such periods as the current recession, based on measures of adherence. According to Porter & Kramer (2006), if corporations were to snap their opportunities for social responsibility using the same frameworks that guide their core business choices, they would discover that CSR can be much more than a cost, a constraint, or a charitable deedit can be a potent source of innovation and competitive advantage. If hospitality organizations adopt and integrate CSR into their organizational strategies, they can facilitate innovativeness, increase and/or improve their organizational competitiveness, while at the same time contributing to solving problems in society that may arise.ReferencesAllen, Robin Lee. Act responsibly corporate good deeds help communities and build long-term business. (NRN Editorial). Nations eating place News. 2004. Retrieved September 22, 2009 from accessmy library http//www.accessmylibrary.com/coms2/summary_0286- 13321917_ITMClark, S. (2006). Corporate social responsibility A marketing tool for major hotel brands. 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