PERSPECTIVES AND PRACTICES OF CSR IN THE HOSPITALITY INDUSTRY: ANALYZING A CASE STUDY

Abstract

This paper aims to offer a preliminary case study of CSR issues being addressed in the hospitality sector in order to disseminate best practice. By employing a qualitative research findings reveal that Meliá Hotels International has its own approach to CSR by incorporating a new cultural dimension to this notion. Moreover, findings illustrate how MHI define its CSR policy according to the stakeholder approach, being the main beneficiaries from these activities consumers and local communities. This study also provides evidence that strength of CSR commitment varies by topic, and that value creation for MHI can be uncertain since many CSR initiatives do not cause a reduction in costs.