HOTL6005- Applied Hotel Research Assignment Sample

Introduction

Corporate Social Responsibility (CSR) is a process that assists the corporate industry throughout the world to assess authorized, ethical, and environmental standards. As the awareness of the common people along with the pressure from human civilization about various types of cross-border concerns are gradually increasing in today’s corporate world, the conception of CSR has developed. As opined by ?ech et al. (2019) hospitality industry also has similarly taken on the perception throughout the world and it reflects the sense that the companies will not only think about its customers and the investors, rather it has to take care of its workers, the society, and neighborhood as well as for the atmosphere. The hospitality industry is one of the leading industries if the discussion is made on the job service and usage of natural resources like food, energy, and water. So, it suffices to say that the hospitality industry also has been moved a lot by the CSR method while looking forward to the progress. 

Review of literature in the field relevant to your research

In today’s globalized world the liability of the corporation is not only restricted to its business and monitory turnover. The perspective of today's business has expanded its periphery that it should not concentrate only on the money-making process, rather it will have to serve to the community in all aspects as well as the business must be environment-friendly. Hameed et al. (2019) has elucidated that this perspective has propelled most of the companies nowadays to accept and implement the concept of CSR method. The rising studies on the implementation of the CSR method in the context of the hospital industry are gradually booming as this process is helping the institutions to acquire corporate sustainability. The major liability of Corporate Social Responsibility is to become eco-friendly. The companies are following the practice through the application of the CSR method and its major job is to minimize the wastes in all the segments. According to Ghaderi et al. (2019) for example, the execution of the CSR method is helping the corporate to amplify the efficiency of fuel usage in the airline industry, to reduce the waste of the food in the restaurant business, and the preservation of water and energy in hotel industries. Apart from the welfare activities several companies all over the world have been involved in community development, multiplicity within the workforce, and looking after the advancement of employee management. Li et al. (2019) has clarified that any company during its business activities must need to take up and try to imply CSR practice properly. Bo?an and Dedeo?lu (2019) has added to this opinion and clarified that the social service through the CSR method will help the companies to achieve its reputation and the sector like the hospitality industry this method always guides the companies to make difference from other companies in today’s extremely competitive companies. According to Gürlek and Tuna (2019) Marriott's assistance for sensitive issues like LGBT has been a major example in this context. But on the contrary, as opined by Rhou and Singal (2020) quite a lot of companies in the hospitality industry seem to be motivated by pointing out the CSR as one of the marketing instruments and pamper to greenwashing. The company doing this wants to show its contribution to the environment. But Jeon et al. (2020) claiming it is a wrong usage of CSR, has stated that this can cause tarnishing of trust and damage the company’s goodwill.

Discussion of methodologies used in the fields

Research philosophy is a conviction about the process where information about facts should be collected, examined, and then applied. Generally according to trends research philosophy has been specified and discussed in four main segments like positivist philosophy, interpretive philosophy, pragmatist philosophy, and realistic research philosophy. The research philosophy about the hospitality industry should be based on hospitality that is how the customers’ satisfaction without hampering the quality of service can be provided. Farmaki (2019) has described the research philosophy that the beginning of the philosophy is from what the clients want and in the hospitality industry, the main focus of the philosophy should be on the customers' needs. The institutions through their philosophical analysis bring out the ways that how the requirement of the clients can be fulfilled. So, the philosophy automatically leads the investigator to search for approaches that will establish sustainability in their research philosophy. 

The context Han et al. (2019) has explained that in the hospitality industry generally the research work is surrounded by a quantitative approach to the qualitative method. The qualitative approach which mainly consists of written and oral communication has got four principal resources like interviews, visual information, documentary data, and observation. The qualitative research helps to acquire a subjective idea of the original reasons and also the positive aspects by which the company can move forward. The method of qualitative research can be either in direct and indirect style with the aim of whether the respondents are aware of the reasons behind the research. Quantitative research comprises the accumulation of gathered information. Ghaderi et al. (2019) has specifically made quantitative ahead of qualitative analysis as he has claimed that quantitative study is more scientific than the qualitative analysis although both the approaches have some specific style that guides the analyst to get the information in a standardized manner. The approaches however determine the research towards the right way which finally supports the application of the CSR method in the research process.

However, every research has a systematic design and it has a noticeable difference with methodology. Farmakis (2019) has mentioned that a research design is a blueprint that propels the analyst that how to organize the analysis. It reveals the process of gathering information and examining the way to finally have feedback on the research difficulties. On the other hand, methodology defines how the study will move forward, precisely in which manner. The mixed-method research design also prevails in the system and according to the experts, this technique has been increasing in the analytical contexts in the hospitality industry. Gurley and Tuna, (2019) has clarified that the essence of the mixed-method research design is that it integrates both qualitative and quantitative during the entire process of the study process. It is becoming popular gradually in the hospitality industry and more importantly, this design is being utilized when a company is implementing CSR in its business research.

Conceptual map

Concept maps are a virtual depiction of data. They can be represented in the form of charts, graphics, images, flowcharts, and diagrams. Conceptual maps strengthen the method of study as they help the analysts to see big pictures while doing the research strategy. As said by Han et al. (2019) preparation of a conceptual map comes out of a few deciding factors such as inspiration, research, in-house experience, remembrance, and reviewing. In a business like the hospitality industry, these features become highly important as according to ?ech et al. (2019) these are the aspects that help the researcher to construct the conceptual mapping method. He has mentioned research as the key feature as any company associated with the hospitality industry does the preview on his destination through research work where the organization can fix about his service without hampering the quality as well as prepare the cost control for the satisfaction of its clientele. Remembering about the service, provided for the clients in the hospitality industry is also another key factor the Conceptual mapping method builds up. In this context, the investigators suggest the respective institutions not forget about the service, being offered to the clients so that in the future the company can be able to retain the faith of the customers. The conceptual mapping process helps the specialists to choose the best practices according to the requirement. By watching the graphics it becomes easier for an investigator to set his goal in the research, especially to track whether the CSR method is being applied by the company.

Conclusion

Corporate Social Responsibility (CSR) defines different kinds of social service to different kinds of demands made by the people. Although CSR is not a mandatory practice it is being widely accepted and implemented as an organization's social contribution. The institutions, especially in the hospitality industry should not be underestimating CSR methods looking forward to the overall progress. It is noted that if the institutions associated with the hospitality industry take up and incorporate CSR practice in their administrative strategies the companies can find a new dimension of innovativeness and improve their competitiveness and simultaneously can contribute to the difficulties that often are noticed in society. But at the same time, considering the application o CSR the real scenario in the hospitality industry is not soothing everywhere. Several corporate houses seem to be changing its activities superficially as the shareholders have not yet been organized according to requirements. Industrial surveys in several fields of the hospitality industry are reflecting the weak application of CSR which are to be rectified.

 

 

References

Bo?an, E. and Dedeo?lu, B.B., 2019. The influence of corporate social responsibility in hospitality establishments on students’ level of commitment and intention to recommend. Journal of Hospitality, Leisure, Sport & Tourism Education, 25, p.100205.

?ech, P., Jind?ichovská, I. and Neubauer, J., 2019. Achieving a great reputation for corporate social responsibility: study from the czech hospitality industry. Scientific papers of the University of Pardubice. Series D, Faculty of Economics and Administration. 45/2019.

Farmaki, A., 2019. Corporate social responsibility in hotels: a stakeholder approach. International Journal of Contemporary Hospitality Management.

Ghaderi, Z., Mirzapour, M., Henderson, J.C. and Richardson, S., 2019. Corporate social responsibility and hotel performance: A view from Tehran, Iran. Tourism Management Perspectives, 29, pp.41-47.

Gürlek, M. and Tuna, M., 2019. Corporate social responsibility and work engagement: Evidence from the hotel industry. Tourism Management Perspectives, 31, pp.195-208.

Hameed, Z., Khan, I.U., Islam, T., Sheikh, Z. and Khan, S.U., 2019. Corporate social responsibility and employee pro-environmental behaviors. South Asian Journal of Business Studies.

Han, H., Yu, J. and Kim, W., 2019. Environmental corporate social responsibility and the strategy to boost the airline’s image and customer loyalty intentions. Journal of Travel & Tourism Marketing, 36(3), pp.371-383.

Jeon, M.M., Lee, S. and Jeong, M., 2020. Perceived corporate social responsibility and customers’ behaviors in the ridesharing service industry. International Journal of Hospitality Management, 84, p.102341.

Li, Y., Liu, B. and Huan, T.C.T., 2019. Renewal or not? Consumer response to a renewed corporate social responsibility strategy: Evidence from the coffee shop industry. Tourism Management, 72, pp.170-179.

Rhou, Y. and Singal, M., 2020. A review of the business case for CSR in the hospitality industry. International Journal of Hospitality Management, 84, p.102330.

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