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Společenská odpovědnost firem v hotelnictví
Staňková, Adéla
Staňková, A. Company social responsibility in the hotel industry. Diploma thesis. Brno: Mendel University in Brno, 2019. This diploma thesis deals with the concept of corporate social responsibility in hotel industry. First, the topic is introduced in literature overview, in which both Czech and foreign secondary sources are used. The main content of the diploma thesis is a questionnaire survey among hotel visitors which aim is to analyse the impact of corporate social responsibility on consumer behaviour and their overall attitude to this issue. The survey also focuses on the visitor’s loyalty in connection with social responsibility. Also, current situation among hotel facilities in the Czech Republic is analysed, including conditions for the implementation of socially responsible activities. In this case, secondary sources published by professional organizations of the Czech Republic were used as well as questionnaire survey among hotel facilities. One of the findings of both surveys is a lack of intentional implementation of socially responsible activities and therefore insufficient promotion. Insufficient promotion leads to low awareness of visitors and minimal impact on their consumer behaviour. From the visitors’ point of view, the most important measures are considered environmental protection measures, activities supporting local culture and the use of local products. Based on literature overview and research findings, practical solutions and recommendations for hotel service providers are suggested.
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