Corporate social marketing in the hostelry industry: a systematic review
Abstract
Objectives: To determine the incidence of different aspects about corporate social marketing in the hostelry sector. Methods: The research was realized with a qualitative methodology of previous research’s systematic review. Results: The hostelry industry’s peculiarities have been extensively investigated on corporate social responsibility terms; but its potential use as a competitive advantage and the possible action typologies structured by many authors in corporate social marketing form are newer and developed in lesser degree. The main results show that activities are focused largely on the business practices’ area socially responsible and on which are linked to environmental aspects, with a broad spectrum of additional activities to realize. Conclusions: Companies in the hostelry industry have the opportunity and the challenge to use their activities of corporate social responsibility as a competitive advantage. For this reason, it will certainly be necessary to deepened through empirical research in the use and the corporate social marketing policies’ results in the hostelry sector in the future.References
1. Brown TJ, Dacin PA. The company and the product: corporate associations and consumer product responses. The Journal of Marketing. 1997: 68-84.
2. Porter M, Kramer MR. Strategy & Society. The link between competitive advantage and corporate social responsibility. Harv Bus Rev. 2006; december:78-92.
3. Valcuende del Río JM, De la Cruz Quispe L. Turismo, poblaciones locales y organizaciones no gubernamentales: un análisis de caso en Madre de Dios (Perú). Comité Editorial Director: Agustín Santana Talavera 2009; 7:179. (4. Ficapal J, Guix M, Caller F, Pamies MA. Turismo responsable y desarrollo humano, caso práctico en Perú.
5. Kotler P. What Consumerism Means for Marketers. Harvard Business Review 1972; 50: 48-57.
6. Drumwright M, Murphy E. In: Bloom PN, Gundlach GT, editors. Corporate Societal Marketing; Handbook of Marketing and Society Thousand Oaks, CA: Sage Publications; 2001. p. 162-183.
7. Reilly J. Charitable Works Sells at a Number of Firms. Marketing News 2000 09:46.
8. Maignan I, Ferrell OC. Corporate Social Responsibility and Marketing: An Integrative Framework. Journal of the Academy of Marketing Science 2004 / Winter;32(1):3-19.
9. Sen S, Bhattacharya CB, Korshun D. The role of corporate social responsibility in strengthening multiple stakeholder relationships: a field experiment. Journal of the Academy of Marketing Science 2006;34:158-166.
10. Maldonado C. Pautas metodológicas para el análisis de experiencias de turismo comunitario. International Labour Office; 2005.
11. Sepúlveda H, Basurto R, Vizcarra Y. Plan estratégico para el desarrollo del turismo rural comunitario en la región Cusco 2013.
12. Kotler P/,N. Corporate Social Responsibility: Doing the Most Good for Your Company and Your Cause. Hoboken, NJ: John Wiley & Sons; 2005.
13. Holcomb JL, Upchurch RS, Okumus F. Corporate social responsibility: what are top hotel companies reporting? International Journal of Contemporary Hospitality Management 2007; 19(6):461-475.
14. Denyer D, Neely A. Introduction to special issue: innovation and productivity performance in the UK. International Journal of Management Reviews 2004;5(3-4):131-135.
15. Tranfield D, Denyer D, Smart P. Towards a methodology for developing evidence informed management knowledge by means of systematic review. Br J Manage 2003;14(3):207-222.
16. Law R, Van der Veen R. The popularity of prestigious hospitality journals: a Google Scholar approach. International Journal of Contemporary Hospitality Management 2008;20(2):113-125.
17. Han H, Hsu LJ, Sheu C. Application of the theory of planned behavior to green hotel choice: Testing the effect of environmental friendly activities. Tourism Management 2010;31(3):325-334.
18. Bohdanowicz P, Zientara P. Hotel companies’ contribution to improving the quality of life of local communities and the well-being of their employees. Tourism & Hospitality Research 2009 02;9(2):147-158.
19. Wildes VJ. How can organizational leaders really lead and serve at the same time? International Journal of Contemporary Hospitality Management 2008 01;20(1):67-78.
20. Claver-Cortés E, Molina-Azorín JF, Jorge Pereira-Moliner, López-Gamero MD. Environmental Strategies and Their Impact on Hotel Performance. Journal of Sustainable Tourism 2007 11; 15(6):663-679.
21. Kasim A. Corporate environmentalism in the hotel sector: evidence of drivers and barriers in Penang, Malaysia. Journal of Sustainable Tourism 2007; 15(6):680-699.
22. Ayuso S. Comparing voluntary policy instruments for sustainable tourism: The experience of the Spanish hotel sector. Journal of Sustainable Tourism 2007;15(2):144-159.
23. Manaktola K, Jauhari V. Exploring consumer attitude and behaviour towards green practices in the lodging industry in India. International Journal of Contemporary Hospitality Management 2007;19(5):364-377.
24. Erdogan N, Baris E. Environmental protection programs and conservation practices of hotels in Ankara, Turkey. Tourism Management 2007; 28(2):604-614.
25. Van der Merwe M, Wocke A. An investigation into responsible tourism practices in the South African hotel industry. 2007.
26. Ashley C, Haysom G. From philanthropy to a different way of doing business: strategies and challenges in integrating pro-poor approaches into tourism business. Development Southern Africa 2006; 23(2):265-280.
27. Jones P, Comfort D, Hillier D. Reporting and reflecting on corporate social responsibility in the hospitality industry: A case study of pub operators in the UK. International Journal of Contemporary Hospitality Management 2006;18(4):329-340.
28. Bohdanowicz P. European Hoteliers’ Environmental Attitudes Greening the Business. Cornell Hotel & Restaurant Administration Quarterly 2005;46(2):188-204.
29. Lafferty BA, Goldsmith RE. Causebrand alliances: does the cause help the brand or does the brand help the cause. Journal of Business Research 2005; 58(423-431).
