The Adoption of Corporate Social Responsibility (CSR) Policy in the Tourism Sector

Abstract

Corporate social responsibility (CSR) is referred and analyzed as a phenomenon with an economic, cultural, and entrepreneurial dimension. Therefore, it is also considered as a social phenomenon which affects society in many different ways, as it attracts both organizations and governments around the world. The present study analyses the impact of CSR on customers' preference and loyalty in the hotel sector. The authors investigated the main concepts associated with CSR as well as the CSR's policies implemented in the tourism sector. At the same time, specific factors were studied such as customer's satisfaction and how CSR influences consumer's loyalty in a hotel. A semi-structured interview was conducted in 204 visitors in 30 Greek hotels. Findings showed that the average Greek citizen is not particularly familiar with the term of CSR and its activities, and that CSR does not impact on their intention to visit a hotel and then be loyal.