Corporate social responsibility in hotel industry : empirical analysis of transitional market

Abstract

Using the non-parametric approach and data assembled by questionnaire survey among top and middle managers of hotels and hotel chains, the authors analyse management views on the importance of selected areas of Corporate Social Responsibility. The examined areas were the area of the relevant community, the economic, social and environmental areas. The aim of this paper is to find what importance do managers attribute to individual activities in selected CSR areas in hotel industry and whether they are influenced by any characteristic features of hotels in question. The research outcomes confirm the current state of development in the area CSR in transitional economy, which does not appreciate the complexity of current business world and concentrates predominantly on short and medium-term goals. Among positive Czech specifics we can certainly count the detailed knowledge of local conditions in local environment and willingness of employees to provide additional services to their customers, which creates positive response from clients and contributes to their loyalty.