Corporate Social Responsibility in hotel chains in Cuba and its influence on the brand image
Corporate Social Responsibility in hotel chains in Cuba and its influence on the brand image
Keywords:
Corporate Social Responsibility, Hotel Chains, Brand ImageAbstract
The objective of this research is to analyze the influence on the Brand Image of the Corporate Social Responsibility (CSR) strategies of three international hotel chains that operate in Cuba, as well as which ones have been most beneficial for this purpose. A mixed methodology based on case studies was used, analyzing and interpreting the data using the methodology proposed by Spiggle (1994) for content analysis and using the dimensions provided by Holcomb, Upchurch, and Okumus (2007) and Kucukusta, Mak, and Chan (2013) as a basis for coding. The study provides the areas of CSR that most influence the brand image of companies, as well as a strategic vision of its beneficial impact in increasing its value, contributing to strategic decision-making processes.
References
ACCOR, S. A. (2020). 2020 Integrated Report. www.group.accor.com
Bengtsson, M. (2016). How to plan and perform a qualitative study using content analysis. NursingPlus Open, 2, 8-14. https://doi.org/http://dx.doi.org/10.1016/j.npls.2016.01.001
Downe‐Wamboldt, B. (1992). Content analysis: Method, applications, and issues. Health Care for Women International, 13(3), 313-321. https://doi.org/http://dx.doi.org/10.1080/07399339209516006
Eisenhardt, K. M. (1989). Building theories from case study research Academy of Management Review, 14(4), 532-.
Ferrales Arias, Y. (2018). Metodología para determinar la relación entre la Responsabilidad Social Empresarial y los resultados económicos en Instalaciones Hoteleras Universidad de Oriente]. Santiago de Cuba.
Ferreira-Lopes, S. D. (2011). Destination image: Origins, Developments and Implications. PASOS. Revista de Turismo y Patrimonio Cultural, 9(2), 305-317.
Graci, S., & Dodds, R. (2008). Why Go Green? The Business Case for Environmental Commitment in the Canadian Hotel Industry. Anatolia: An International Journal of Tourism and Hospitality Research, 19(2), 251-270. https://doi.org/http://dx.doi.org/10.1080/13032917.2008.9687072
Henderson, J. C. (2007). Corporate social responsibility and tourism: Hotel companies in Phuket, Thailand, after the Indian Ocean tsunami. Hospitality Management, 26, 228-239. https://doi.org/10.1016/j.ijhm.2006.02.001
Higham, J. (2007). Critical Issues in Ecotourism: Understanding a complex tourism phenomenon (J. Higham, Ed. First edition ed.). Elsevier Ltd.
Holcomb, J. L., Upchurch, R. S., & Okumus, F. (2007). Corporate social responsibility: what are top hotel companies reporting? International Journal of Contemporary Hospitality Management, 19(6), 461-475. https://doi.org/https://doi.org/10.1108/09596110710775129
Hughes, E., & Scheyvens, R. (2016). Corporate social responsibility in tourism post-2015: a Development First approach. Tourism Geographies. https://doi.org/http://dx.doi.org/10.1080/14616688.2016.1208678
Iberostar. (2020). Memorias de Sostenibilidad Grupo Iberostar 2020.
Inoue, Y., & Lee, S. (2011). Effects of different dimensions of corporate social responsibility on corporate financial performance in tourism-related industries. Tourism Management, 32(790-804). https://doi.org/10.1016/j.tourman.2010.06.019
Kucukusta, D., Mak, A., & Chan, X. (2013). Corporate social responsibility practices in four and five-star hotels: Perspectives from Hong Kong visitors. International Journal of Hospitality Management, 34, 19-30. https://doi.org/http://dx.doi.org/10.1016/j.ijhm.2013.01.010
Leyva, E. S., & Parra, D. P. (2021). Environmental approach in the hotel industry: Riding the wave of change. Sustainable Futures, 3, 100050. https://doi.org/https://doi.org/10.1016/j.sftr.2021.100050
Liu, M. T., Wong, I. A., Shi, G., Chu, R., & Brock, J. L. (2014). The impact of corporate social responsibility (CSR) performance and perceived brand quality on customer-based brand preference. Journal of Services Marketing, 28(3), 181-194. https://doi.org/https://doi.org/10.1108/JSM-09-2012-0171
Martínez, P., Pérez, A., & Bosque, I. R. d. (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), 365-385. https://doi.org/http://dx.doi.org/10.1080/10548408.2013.784154
Martínez, P., Pérez, A., & Bosque, I. R. d. (2014). CSR influence on hotel brand image and loyalty. Academia Revista Latinoamericana de Administración, 27(2), 267-283. https://doi.org/http://dx.doi.org/10.1108/ARLA-12-2013-0190
Matarrita-Cascante, D., Mark Anthony, B., & Luloff, A. E. (2010). Community agency and sustainable tourism development: the case of La Fortuna, Costa Rica. Journal of Sustainable Tourism, 18(6), 735-756. https://doi.org/http://dx.doi.org/10.1080/09669581003653526
Meliá Hotels International. (2019). Informe de Gestión y Cuentas Anuales Consolidadas 2018.
Perry, C. (1998). Processes of a case study methodology for postgraduate research in marketing. European Journal of Marketing, 32(9), 785-802. https://doi.org/http://dx.doi.org/10.1108/03090569810232237
Spiggle, S. (1994). Analysis and Interpretation of Qualitative Data in Consumer Research. Journal of Consumer Research, 21(3), 491-503.
Unwto, W. T. O. (2017). Measuring Sustainable Tourism: A Call for Action.
Weinstein, J. (2020). Hotels annual 325 ranking. hotelsmag.com.
Wondirad, A., Tolkach, D., & King, B. (2020). Stakeholder collaboration as a major factor for sustainable ecotourism development in developing countries. Tourism Management, 78. https://doi.org/https://doi.org/10.1016/j.tourman.2019.104024
Published
Issue
Section
License
Copyright (c) 2022 Yeilan Ivette González-Odio, Oscar Sosa-Piedra , Eddy Soria-Leyva
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Esta revista proporciona un acceso abierto inmediato a su contenido, basado en el principio de que ofrecer al público un acceso libre a las investigaciones ayuda a un mayor intercambio global de conocimiento.
This journal provides immediate open access to its content, based on the principle that providing the public with free access to research supports a greater global exchange of knowledge.
Universidad de Oriente 