Corporate social responsibility initiatives and sustainability within the hospitality industry : a conceptual framework

Abstract

The research had a multifaceted purpose, aiming to explore the existing corporate social responsibility (CSR) practices and their impact on Company Performance (CP) in the global hospitality industry. Specifically, the study sought to determine the sustainable CSR initiatives undertaken worldwide and whether they add value to both the hospitality organizations and the community. Moreover, it aimed to evaluate the extent to which the hospitality industry in emerging economies adds value to different stakeholders through their CSR initiatives while still remaining sustainable. The research also aimed to assess the benefits of investing money in CSR activities within the hospitality industry in emerging economies. Additionally, it sought to investigate the relationship between perceived CP and CSR in hotels in emerging economies. To meet these objectives, the study adopted a mixed-methods approach, collecting data from 366 survey responses (junior, middle, and senior management employees) and eight interviews with hoteliers (senior managers) in emerging economies. The quantitative and qualitative data collection were concurrent in design and occurred simultaneously. The findings of the study indicate that the hypothesis positing a relationship between CSR and CP of hotels is partially supported. The implementation of CSR initiatives pertaining to community, environment, and employees has been found to have a favorable influence on the CP of hotels. The findings of this study provide a distinctive addition to the field of CSR in developing nations, where CSR is frequently perceived as a Western concept owing to the absence of robust institutions and norms in these regions. This study contributes to the extensive body of literature examining the impact of CSR on CP. Specifically, the findings suggest that participation in social initiatives and allocation of resources towards charitable endeavors can enhance a firm's competitive edge and promote its sustained viability. The hospitality industry has actively participated in environmental initiatives. Improving a hotel's environmental and social performance can result in a more inviting work environment, a competitive advantage, and an improved corporate image. The study offers significant contributions to the understanding of the execution of CSR and its impacts in developing nations.