corporate social responsibility in tourism...current tourism csr initiatives csr & sustainable...
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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 [email protected]://antemandic.com/