CORPORATE SOCIAL RESPONSIBILITY IN THE HOTEL INDUSTRY

Abstract

The hospitality industry has been characterized by an intense growth rate enabling the development of certain world regions (mostly East Asia and the Pacific region), which until recently had poor economic perspectives. The global market conditions have necessitated their implementation of corporate social responsibility (CSR) principles aimed at promoting their competitiveness. Corporate social responsibility is no longer just a desire of certain hospitality enterprises to appreciate the environment in which they operate; it is also a business operation approach in the contemporary market. The reason for these changes is a result of the changes not only among customers, but also the market itself and the way it operates. Namely, the hospitality market has undergone major market segmentation as a result of a changed end consumer attitude towards hospitality services. In the hospitality industry, the environmental issues, such as greening, are becoming one of the major activities i n the field of CSR. The reason for the commitment of the hospitality industry to the protection of the environment lies in the fact that such a business approach leads to major cost savings in terms of water consumption saving (laundry), electricity saving, etc., which have been a great enough motive for other hotels to consider this concept