<p>Introduction and research question: This study investigates the widely discussed notion “Corporate Social Responsibility” and its practice in the tourism industry. In the contemporary society more companies are realizing the significance of Corporate Social Responsibility (CSR) and its potential as a means of differentiation. The author’s interest in this particular phenomenon was awakened after reading about the business case of Scandic Hotels. This is a company that nowadays is referred to as “Scandinavia’s leading hotel chain”. However, in the early 90’s the company was facing bankruptcy. Hence, a new strategy based on responsibility towards the environment was developed and later on executed. These facts led the author to question how can and as of today are CSR implemented in the tourism industry. Consequently the research question for this thesis is: how is CSR implemented in the tourism industry?</p><p>Purpose: This study aims to explore the CSR operations of two hotel chains.</p><p>Delimitation: In order to present a study with greater depth and obtain a deeper understanding of the implementation of CSR, the study is therefore limited to two hotel chains.</p><p>Method: The results of this study have been derived through the use of a qualitative method referred to as “grounded theory”. Unstructured interviews with employees from the different hotel chains have been conducted in order to collect vital data and answer the research question as successful as possible. In order to develop a theoretical analytical framework the author has studied various scientific articles and other appropriate literature in the subject.</p><p>Empirical data and conclusion: The study clarifies how CSR in this particular context is implemented strategically, both locally and globally. The hotel chains perceive CSR as an approach of enhancing their corporate reputation and thus its profitability. Due to these beliefs, CSR is implemented as a tool in e.g. the development of new services and/or modifications of services. However, it is also revealed that acting responsible to employees is a precondition in order to successfully and legitimately practise CSR. In order for the CSR activities to be successfully implemented, the study also concludes the significance of leadership and employee knowledge and engagement. Ideas for further research involve investigating how organisational structures affect the implementation of CSR. Moreover, another proposition involves investigating how CSR is implemented as a competitive tool in customer sales interactions.</p>
| Identifer | oai:union.ndltd.org:UPSALLA/oai:DiVA.org:hik-1499 |
| Date | January 2009 |
| Creators | Johansson, Isabelle |
| Publisher | University of Kalmar, Baltic Business School |
| Source Sets | DiVA Archive at Upsalla University |
| Language | Swedish |
| Detected Language | English |
| Type | Student thesis, text |
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