CSR communication, hotel industry, stakeholder engagement, social media analysis, corporate social responsibility, RSE communication strategies, hospitality sector, CSR activities
Reader
Abstract
Extract
of 10
Abstract
This document examines RSE communication in the hotel industry, focusing on CSR activities and stakeholder engagement through social media analysis.
Extract
[...] One of these methods is to analyze the content of a social media communication using hashtag analysis, which was adopted in the present study. Social media content analysis based on hashtags is a very valuable analysis tool that has been used in many fields; for example, organic foods.10 and gamification. Our objective was to characterize the perception of CSR in developing and developed countries using interactions on Instagram. We also used hashtag analysis and social network and social media analysis methods to identify the main topics on social media (i.e. [...]
[...] For hotels, hotel websites and social media in the tourism industry are relevant RSE communication channels. It studies chain hotels (often private) because they can be subject to analyses in several geographic areas and constitute a frequent form of accommodation in many countries. Furthermore, the hotels analyzed in the present research have received a certification related to RSE to attest their commitment to RSE. The conceptual framework of this research is based on the typology of RSE communication strategies by Morsing and Schultz (2006), based on the stakeholder theory (Freeman, 1984). [...]
[...] Tourism, hospitality, and leisure are a sector in which companies are increasingly engaging in corporate social responsibility (CSR) actions (Coles et al., 2013), the industry thus not being an exception to the growing importance of CSR in business. CSR concerns 'actions that appear to promote a certain social good, beyond the interests of the company and what is required by law' (McWilliams and Siegel p. 117). RSE communication has been described as a 'challenge' (Tölkes p. 10). Messages related to RSE communication can generate feelings of mistrust, even rejection, from consumers (García De Los Salmones & Pérez, 2018). [...]
[...] Hotel websites are used by consumers. For example, Google analyses show that online research before making a purchase is made by a large majority of Europeans (Moisescu, 2015). Online CSR communication also offers opportunities for differentiation, particularly for small hotels that have fewer resources than larger chain-affiliated hotels. In addition, small hotels, often privately owned and managed, have completely different structures in terms of communication responsibilities and access to communication technologies (e.g. customer relationship management tools) (Sigala, 2005). Therefore, study how hotels exploit the possibilities of offering information on their CSR activities on their websites and social media to learn more about the stakeholder information strategies of hotels, which is strategically interesting for professionals. [...]
[...] This document will provide a significant contribution to RSE communication practitioners in the hotel industry as it will provide them with useful information to help them design their RSE communication strategy and choose the best media channel according to their communication objectives. The rest of the document is structured as follows. First, we propose a literature review on RSE, which allows us to clarify consumer responses to RSE communication and the role of media channel choice in determining its success. [...]
