engleski

Corporate social responsibility of international and local hotels operating in Russian and Croatian markets

Environmental and social issues draw increasing attention of business and investment circles all over the world. This research paper focuses on the importance of corporate social responsibility (CSR) within the hospitality and tourism industry. Over the recent several decades, the industry has observed significant changes in business environment that have stressed the role of corporate social responsibility. Recent researches have shown that CSR may determine a company’s long-term success and profitability. There are different approaches to explain the nature of CSR influence on the internal and external processes of the enterprise, which applies also to the hotel companies. The article examines the issues related to the best practices of socially responsible corporate behavior of the international and local hotel enterprises in the Croatian and Russian hotel sector representing different developing markets. Methodology includes desk research as a secondary research and quantitative method as a primary research. Quantitative method was conducted by distribution of questionnaires with major indicators of CSR amongst Russian and Croatian international, local and small family hotels with the aim to find out the implementation and challenges they face with CSR practices. Other methods are analysis and synthesis of collected data and research results. The companies included in this research have contributed more or less their efforts and resources in solving the environmental and social issues through their CSR policies which increases awareness of their brand. The comparison of the practice in two selected destinations was aimed to identify the common trends and differences in CSR manifestation ; both by local and international brands. The research results can be beneficial for the national authorities and local companies in the hospitality as well as tourism industry to indicate the best practices in CSR policies, idenitfy key concern areas to be focus of development of CSR management.

corporate social responsibility ; Croatia ; Russia ; international hotel chains ; local hotels ; Russia ; socially oriented behavior ; hotel brand ; tourism and hospitality

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