DISCLOSURE OF CORPORATE SOCIAL RESPONSIBILITY INFORMATION IN PORTUGUESE TOURISM ACCOMMODATION

Francisco António Ferraz, Michael Schön, Dolores Gallardo-Vázquez

Abstract


The organizations have been expressing a growing awareness in economic, social and environmental issues, seeking to minimize problems with society by employing a systematic approach to sustainability and long term planning. To this end, they seek to develop a set of initiatives that involve the adoption of consistent and transparent behaviour leading to value creation, not only for the organization but also for all those involved in it.

With this in mind, the diclosure of this socially responsible behaviour plays an important role as an instrument of Relationship Marketing with its stakeholders, as it develops long-term potential competitive advantages to the organizations that promote it.

The purpose of this study is to analyse the dissemination of various information related to Social Responibility in the Portuguese Tourism Sector based on the empirical study of three- to five-star hotels.


Keywords


Corporate Social Responsibility; Relationship Marketing; Stakeholders; Competitive Advantages; Information Tools





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