The Importance Of CSR In The Tourism Industry

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In today’s business where stakeholders not only demand companies to conduct Corporate Social Responsibility (here after abbreviated as CSR) but also to provide related data and information about its scopes, quantity, progress, and achievements (de Grosbois, 2015), communicating CSR should be a common practice. CSR is successful when it is both well implemented and communicated (Du et al. 2010) because businesses cannot hope to enjoy concrete benefits from CSR unless they intelligently communicate their initiatives to relevant stakeholders (Maignan and Ferrell, 2004). Although people expect companies to communicate CSR progress and efforts, they are particular about how that information is conveyed, seeking CSR content that is personally relevant…show more content…
2007). However, tourism companies have less drive to communicate CSR; due to their low quality and usability, low adoption, varied data and information with regard to its scope and depth for different companies (de Grosbois, 2015), and difficulty of using it for external evaluation and comparison (Seyitoglu and Yuzbasioglu, 2015). A study involving 239 global tourism companies from 10 business sectors to determine the extent to which the companies provided CSR information indicated that the practice in the tourism industry lags behind other industries, as only 31 % of tourism companies provided sustainability information on their websites and only 19 % had a stand-alone CSR report (Herremans et al. 2011). Communicating CSR is generally more apparent in large companies while tourism industry is mostly made up by small and medium-sized enterprises (SMEs) (Tamajón and Aulet, 2013). There is also a wide gap of practice among tourism’ business sectors where accommodation has more efforts than restaurant, airlines, tour or travel and tourist attractions. In addition, research on…show more content…
Corporate communication is a “management function that offers a framework for the effective coordination of all internal and external communication with the overall purpose of establishing and maintaining reputable reputations with stakeholder groups upon which the organization is dependent” (Cornelissen, 2014, p.5). Corporate communication “embraces all communication processes, which contribute to tasks, its implementation within companies and contribute to the internal and external coordination of actions and to the clarification of interests defining the relation between companies and specific stakeholders” (Zerfass, 2008, p.66). Corporate Communication integrates internal communication, marketing communication and Public relations to communicate with internal stakeholders, market and society (Zerfass,

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