engleski

THE IMPACT OF CORPORATE SUSTAINABILITY IN ACHIEVING BUSINESS GOALS IN HOTEL INDUSTRY

Purpose – The purpose of this paper is to analyze corporate sustainability commitment level (SCL) and its determinants by examining the extent of sustainability public disclosure information that are provided by hotels sustainability reports. The qualitative research tries to find an answer to the question "Which are the corporate sustainability practices in the international hotel chains?" Methodology – The qualitative research is based on the content analysis of corporative hotel reports. The process for this research begins with literature review and identification of preliminary categories. Qualitative analysis of the text about corporative sustainability was carried out using NVivo 11 software. Hierarchical notes were used in this research according to the Global Reporting Initiative groups. Findings – it should be noted that reporting on corporate responsibility and sustainability is important for hotel business. It presents the real picture of their operations and of its corporate social responsibility report consistently and fairly. The essence of reporting on corporate social responsibility is to provide accurate, adequate, clear and fresh information that is relevant to the public. Sustainability report must not become a marketing-oriented report. Contribution – The hotel company has to achieve its objectives, respectively, take into account the knowledge and skills of their employees from environmental policy to establish relations with clients (CRM) and suppliers, create marketing strategy, providing market positioning and design of brand loyalty. The value of the external structure is shown in the form of the ability to solve the needs and problems of customers. Goodwill trust and relations with customers and suppliers are changing over time. Organizational effectiveness is measured using the financial indicators and the importance of quality for members of the company and indicators such as satisfaction and loyalty.

corporate sustainability ; circulate economy ; hotel industry ; hotel companies

Zbornik radova objavljen na CD-u (s ISBN-om) je indeksiran u CIRET, EBSCO – Hospitality & Tourism Complete, ProQuest – ABI/INFORM and RePEc.