Reviewing Sustainable Operation

An evaluation of the article Sustainable Operation "Corporate Social Responsibility in Tourism" by Denitsa Dimitrova and Ning Li
In their article, Dimitrova and Li (2007) make an effort to address the key issues surrounding corporate social responsibility and the ways in which its certification improves SMEs' ability to compete in the Danish tourism industry. An analysis of Travelife's case was the research strategy adopted in this essay. CSR is gaining popularity in the travel and tourist sector, claim Dimitrova and Li (2007). They consequently employ a case study approach to ascertain the issue with the application and adoption of CSR in the tourism industry.
The major theme in the article is the competitive advantages that travel companies in Denmark gain by joining the Travelife Certification program. Other issues include economic, social and environmental motives of the triple-bottom line approach (Park and Levy 2014). According to Benavides-Velasco, Quintana-García, and Marchante-Lara (2014), CSR is a marketing strategy that creates economic gain because it strengthens a company’s image and position in the market. Travel companies who uphold the values of CSR are concerned with employees, their health and well being, employees, are well, motivated, which shows that their social needs are met. The researchers use these themes to investigate why SME travel providers in Denmark practice Corporate Social Responsibility.

The results of this research study show that Tourism SME’s can make a bigger impact on customers, suppliers and to their destinations. According to Martínez, Pérez, and Rodríguez (2013), most CSR literature focuses on large enterprises with few SMEs. His argument is consistent with a study conducted by Coles, Fenclova, and Dinan (2013) found that there is a great opportunity to conduct a study of small and medium enterprises SMEs CSR. Although small in the tourism industry, SMEs have suppliers who market their capabilities and provide a responsible upstream supply chain to the customers at the downstream (Coles, Fenclova, and Dinan 2013). Dimitrova and Li (2007) study confirms the theory that implementing CSR enhances the competition in tourism industry. The CSR certification is an approach of integrating Corporate Social Responsibility strategies.

"Corporate social responsibility: What are top hotel companies reporting?" By Judy L. Holcomb, Randall S. Upchurch and Fevzi Okumus

According to this article, Holcomb, Upchurch and Okumus (2007) argue that companies practice CSR as a result of internally and externally motivated ethical obligations. The article cites academic and trade literature that shows various reasons for practicing socially responsible behavior in business operations. Its major themes include equal opportunity, diversity, human rights, health, environmental and sustainability. The research focuses on the new decision facing managers in hospitality and tourism industry. According to Albareda, Lozano, and Ysa (2007), modern hotel organizations go beyond financial gains and consider environmental and social impact of their decisions.

The methodology used in this research is a review of reported activities of top hotels. The article widely explores the concept of CSR through literature surrounding it. Hospitality approaches CSR as a sustainable operation. According to Cheng, Ioannou, and Serafeim (2014), it is a business approach concerned with the creation of long-term shareholder value. The definition of (BIT) Business in the Community focuses majorly on the impact of corporate social responsibility. BIT defines CSR as the management of the positive implications of a company in the in the society through its products, services, and products. The review of the literature on technology, environmental concerns and efficient energy use in tourism helped the researchers to have an in depth analysis of CSR in hospitality.

The results of this review are consistent with Cheng, Ioannou, and Serafeim (2014) definition of CSR in tourism; it is a responsible social behavior. One of the companies, Accor reported in their document that they address human rights issues such as sex tourism and help the government to initiate policies supporting the protection of children against exploitation. Other CSR actions mentioned in the reports include volunteer and education initiatives and environmental protection. The result shows that hotel companies have taken advantage of the increasing consumer market on the internet by posting their CSR plans and actions. The consumers, therefore, have high expectation and may question their social activities based on the reports provided.

"The Events Industry Managing Corporate Social Responsibility in a Global Context" by Antonio Nicolaides

Nicolaides (2015) addresses the concept of corporate social responsibility by adding to the gap in stakeholder theory literature and corporate sustainability in globalization. According to this article, companies are under pressure from high CSR cultures to do the right thing. As events increase globally, CSR has enabled events management businesses to attain new levels of brand awareness (Albareda, Lozano, and Ysa 2007). Nicolaides defines CSR as a commitment to improving stakeholder’s societal well being through ethical business practices. The major themes discussed in the article include the roles of events industry as CSR drives, the role of CSR in sustainable business practice and the best CSR initiatives to adopt.

Nicolaides (2015) uses qualitative research to provide an in depth along with an emphasis on “how and “why” of CSR. The qualitative method of research adopted in this article is essential to understanding the social responsibility of event companies because it includes theories and problem areas studied in the past. According to Flammer (2013), business research requires systematic evaluation and synthesis of evidence to make arguments and draw conclusions. Nocolaides (2015) examines the engagement between the society and organization based on secondary data from books website and articles concerning CSR management in the events industry.

The results of the research show that events and meeting industry attracts the attention of local and foreign media. The pressure from the media calls upon events companies to make commitments to CSR based on consultations between managers and employees. The discussion is adapted to respond to the pressure created by particular societal needs. The results imply that industry, government, and other stakeholders require a jointly established strategy that improves sustainability in the society.



 



References

Albareda, L., Lozano, J.M. and Ysa, T., 2007. Public policies on corporate social responsibility: The role of governments in Europe. Journal of Business Ethics, pp.391-407.

Benavides-Velasco, C.A., Quintana-García, C. and Marchante-Lara, M., (2014). Total quality management, corporate social responsibility and performance in the hotel industry. International Journal of Hospitality Management, 41, pp.77-87.

Cheng, B., Ioannou, I. and Serafeim, G., 2014. Corporate social responsibility and access to finance. Strategic Management Journal, 35(1), pp.1-23.

Coles, T., Fenclova, E. and Dinan, C., (2013). Tourism and corporate social responsibility: A critical review and research agenda. Tourism Management Perspectives, 6, pp.122-141.

Dimitrova, D. and Li, N., (2007). Corporate Social Responsibility in Tourism. Aaalborg University, pp. 1-88

Flammer, C., (2013). Corporate social responsibility and shareholder reaction: The environmental awareness of investors. Academy of Management Journal, 56(3), pp.758- 781.

Holcomb, J.L., Upchurch, R.S. and Okumus, F., (2007). Corporate social responsibility: what are top hotel companies reporting?. International journal of contemporary hospitality management, 19(6), pp.461-475.

Martínez, P., Pérez, A. and Rodríguez del Bosque, I., (2013). Measuring corporate social responsibility in tourism: Development and validation of an efficient measurement scale in the hospitality industry. Journal of Travel & Tourism Marketing, 30(4), pp.365-385.

Nicolaides, A., (2015). The Events Industry Managing Corporate Social Responsibility in a Global Context. UNISA, pp. 1-66.

Park, S.Y. and E. Levy, S., (2014). Corporate social responsibility: perspectives of hotel frontline employees. International Journal of Contemporary Hospitality Management, 26(3), pp.332-348.