Corporate Social Responsibilityin Tourism

Course: Tourism Organization and policy

1st Case study, 2016.

© Prepared by : Ante Mandić, MA, PhD student

UNIVERSITY OF SPLITFACULTY OF ECONOMICS

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It has been developed lately as consecvene of crisis that have

affected business world:

• corruption;

• falcificating of financial reports;

• child labour;

• amoral marketing campains;

• the environmental effects of tourism..

CSR concept in tourism

For SOME COMPANY CSR CAN BE

market opportunity, and for some defense mechanism!

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Corporatesocial

responsibility

Valueadded

Environmental

protection

Staftraining

Supportinglocal

business

Long termpartnership

Healthyworking

encironment

Communitydevelopen

t

Qualityproduct

Customersatisfaction

The scope of CSR, Source: http://www.toinitiative.org/

Historical development of CSR concept in tourism

Relatively new / modern phenomenon, but what about the idea of CSR?

3 MAIN PRINCIPLES of CSR are:

SUSTAINABILITY & ACCOUNTABILITY & TRANSPARENCY

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Current tourism CSR initiatives

CSR & SUSTAINABLE TOURISM DEVELOPMENT

Unlike the CSR, the concept of sustainable tourism does not shift the responsibility for sustainable behavior on the

companies, but questions the role and responsibility of consumers, and the authorities in developing sustainable

tourism!

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The British Airways Code

Of Conduct

A pioneer of sustainable development in the aviation

industry, with well developed CSR policy, which includes British

Airways code of conduct

Commercial success is important, but the way that is achieved is important much more!

All data for this section are retrieved from: https://www.britishairways.com/cms/global/pdfs/environment/ba_corporate_responsibility_report_200

8-2009.pdf

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http://www.britishairways.com/cms/global/pdfs/environment/ba_corporate_responsibility_report_2008-2009.pdf

2008/2

009

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2008/2

009

http://www.onedestination.co.uk/wp-

content/uploads/British_Airways_Corporate_Reponsibility_Summary_2013_MedRes.pdf

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2012

http://www.onedestination.co.uk/wp-

content/uploads/British_Airways_Corporate_Reponsibility_Summary_2013_MedRes.pdf

The Tour Operators

Initiative (TOI)

The network of tour operators from different countries,

dedicated to the integration of sustainable development

principles into everyday business practice.

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The conclusion of the TOI expert meeting that was held in the UK

TRIPLE BOTTOM LINE: companies must take responsibility for the social, environmental and economic impacts of their business.

THEY MUST: 1. preserve the environment; 2. take care of the labor force; 3. give "something" back to the local community4. + to make a profit!

Therefore CSR requires = the development of quality products + ......

http://www.unep.fr/shared/publications/pdf/DTIx0690xPA-BusinessManagement.pdf

OTHER CSR INITIATIVES

AND THEIR GOALS:

1. THE RISPONSIBLE TOURISM PRESS INITIATIVE,

Disemination of data.

1. TOURISM CONCERN AND FAIR TRADE IN TOURISM,

CSR as one of 5 key priorities of modern tourism market.

1. POSTGRADUATE COURSES IN UNIVERSITIES

Role of the Universities in over passing the gap between

traditional understanding of tourism studies and modern role

of CSR in tourism development.

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LIVING GLOBAL

RESPONSIBILITY

Satisfying our guests is our foremost priority. Our values set our

course for achieving this goal. Quality, variety, innovation,

sustainability and growth are firmly anchored in our

entrepreneurial thinking and activity at TUI. They point the way

in our quest to develop unmistakable products and to delight

our customers.

All data for this section are retrieved from:

http://www.tuigroup.com/damfiles/default/tuigroup-

15/en/sustainability/TUI-Group-Better-Holidays-Better-

World-strategy_EN-

51aa1cb06874d69dd697bf0a4a74782c.pdf

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Key issues of CSR in tourism

?

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1. CSR as a modern concept in business world today/ at its core AN EXTREMELY COMPLEX, BROAD AND INSUFFICIENTLY EXPLORED AREA

2. As can be seen lately, CSR is PRIMARY RECOGNIZED AS DEFENSE MECHANISM in many companies in case of scandals and problems

3. CSR is MOSTLY VALUED THROUGH ITS BENEFITS

4. CSR is often seen as MODE OF DEFENCE against rigid public sector regulations

5. In period before, CSR HAS IGNORED NEGATIVE EFFECTS of tourism on physical surrounding

6. A VARIETY of initiatives / COORDINATION problems

7. UNEQUAL DEVELOPMENT in various fields of tourism activities (hotels, hospitality, touroperators).

Croatia?CSR is not well

recognized. Significant shift has been made last

few years.

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Travel life initiative

The Travelife Management System is an integrated set of approaches,

standards and tools aimed to create a level playing field, create cost

benefits in implementing sustainability and avoid confusion among suppliers

and consumers.

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All data for this section are retrieved from:

http://www.travelife.info/uploads/csr/1427454609_I181

5016%20CSR%20TOUR%20Travelife%20DMC.pdf and

http://www.uhpa.hr/?lang=en

THE Travelife 6-STEP APPROACH

In order to implement Travelife successfully a series of steps must be taken. Together these steps form the Travelife management system which in

principle has the same structure as for example a common quality management system. The 6 steps of the Travelife management system are:

• STEP 1: Engage your business

• STEP 2: Conduct a baseline assessment

• STEP 3: Create a corporate sustainability policy

• STEP 4: Prepare and implement an action programme

• STEP 5: Monitor and evaluate your programme

• STEP 6: Report results on progress made to internal and external audiences

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Summary of the Travelife

Management system,

highlighting the process and

outcomes of each stage.

There are 6 Travelife certificated agencies in Croatia, according to UHPA, Croatian

association of travel agencies.

Association fully support implementation of CSR standard in travel agency operations also by

encourage agencies to enrolll in ISO 9001:2008 , and EOS CODE program.

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Thank you for your attention!Questions:

1. According to everything that you have learned so far, try to elaborate your opinion should CSR be a voluntary activity or not?2. how would you describe the role of different stakeholders involveld in CSR implementation. 3 . Conduct your own research on CSR policies in EU, and answer what is the approach of the EU Community to CSR? Refer to the Republic of Croatia.

Ante Mandić, MA, PhD studentante.mandic@efst.hrhttp://antemandic.com/