|
|
Corporate Social Responsibility in the Tourist Industry in the Czech Republic
Hemerková, Veronika
Hemerková, V. Corporate Social Responsibility in the Tourist Industry in the Czech Republic. Bachelor thesis. Brno: Mendel University in Brno, 2013. The bachelor thesis is focused on Corporate Social Responsibility in the tourist industry in the Czech Republic. Based on the quantitave research in travel agencies in Brno and its surroundings an analysis was performed and current CSR situation was evaluated. Two third of respondents did not know what corporate social responsibility is. But they can behave socially responsible without they know it. Other questions were only for those respondents, who are aware of this term. The results were processed in charts where answers were also explained. In the selected travel agencies -- Čedok, Fischer and Student Agency -- research was conducted on the basis of semi-structured interviews and prepared questions. All the travel agencies selected were primarily engaged in the social pillar. For the economic pillar, communication about CSR and the spread of CSR information to customers and the wider public was recommended. All the recommendations should increase their credibility, and improve their reputation among employees, suppliers and customers.
|
|
|
Corporate Social Responsibility: The Future of Marketing Communications
Zidarova, Margarita ; Cook, Gina (advisor) ; Lisa, Aleš (referee)
The purpose of this study was to investigate Corporate Social Responsibility (CSR) as a contribution tool to the future practices of corporate marketing communications. Another aim was to discover the current practices of CSR within corporate marketing communications with a specific focus on corporate and stakeholder value creation gained through this merging of two disciplines. Finally, the possibility of creating future competitive advantages through the use of CSR in marketing communications was also examined. The author applied a qualitative interview questionnaire as well as a quantitative survey study as primary research methods conducted for the purpose of this thesis. The interview questionnaires focused on the internal stakeholders' point of view on CSR as a marketing tool, while the survey study examined customer and external stakeholders' interest in current practices and value of CSR. The primary research was complemented by a broad literature review on the subjects of corporate marketing communications and corporate social responsibility. The main results revealed by the literature reviews and empirical research showed that corporate social responsibility has gained increasing value amongst business practitioners and external stakeholders. It was found that CSR can be executed most efficiently though public relations, and thus it helps sustain a sound corporate identity, brand, image and reputation, resulting in stakeholder loyalty and corporate value. The key findings of the research proposed that the proper use of CSR within marketing communications, by developed mid- and large-size organizations, could result in future competitive advantages in the market place. The principal concluding remark of the author was to highlight the importance of corporate social responsibility practices in marketing communications, with respect to value creation. This thesis aims to create motivation for further empirical research and development.
|
guest ::
