Research Proposal
Evaluate customer perception for the Corporate Social
responsibility: case study Crown Plaza.
By
Student no:
Course: MSc Tourism and Hospitality. Faculty of Business and
Law. University of Sunderland in London.
CHTM38 - Research Methods for The Services Sector (2020/1 -
London - FL9 - TRM1)
Tutor:
Introduction.
,CHTM38 - Research Methods for The Services Sector (2020/1 -
London - FL9 - TRM1)
The research proposal study approaches the exploratory method, which will analyse the new
trends phenomenon aligned to the Corporate social responsibility, which will determine the
phenomenon to be studied for the Crown Plaza hotel. This section of the proposal introduces
the proposed study.
The rationale.
Nowadays, climate change becomes one of the more significant issues which frightening the
end of the world where we live. Through the last decade, weather phenomena like hurricanes,
flooding and bushfire have increasingly worsened procuring catastrophic outcomes for some
destinations with the loss of biodiversity (Bert and Francis, 2018).
Therefore, the necessity of refining or giving a limitation for such activities, which leads to
worsening pollution, indicates human responsibility toward this issue. Each decision taken
today, from the people lifestyle to the business management can drastically reverse to the
future generation if not obtained in a sustainable way (Jing et al,2015). Thus, government,
scientist, and businesses increase the public's awareness to tackle armful activities not only to
the environment but also to the extent to biodiversity and human rights (Bert and Francis,
2018).
Following the aforementioned literature, new trends emerged linked to sustainability. For
example, ecotourism, ethical tourism, pro-pro tourism, responsible tourism, and sustainable
tourism transcends to a new type of holidays trend to satisfy consumers' tourism experience.
The consumer's demand for encouraging sustainability stated by the Mandala research has
resulted in 60% of Americans taking this type of holidays through the last three years
(Responsibletravel, 2017). Moreover, based on another study called CononCommunication
2017 CSR estimate that 89% of customers are propense to book their holiday with a brand
that implements such practices linked to sustainability (Responsibletravel, 2017). Rawan
(2020) reported that the firm's awareness of green knowledge can positively impact the
consumers' purchase decision.
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, CHTM38 - Research Methods for The Services Sector (2020/1 -
London - FL9 - TRM1)
Therefore, the Corporate Social Responsibility which includes green activities and
sustainability practices can be defined as taking responsibility toward environmental issues
by reducing the pollution with the implementation of CSR policies for businesses which
consequently can minimise the negative impact of the firms toward the society as well (Font
& Lynes,2018; King Wong and Seongseop, 2020; Gomaa and Nazan,2020).
An interesting study conducted by Horng et al., (2018), resulted in a model creation of
corporate social responsibility. The core elements for this model type are the economic,
environment, society, culture and consequence. Although a significant critical component for
tourists attraction is the environment, tourism experts’ opinion fall to the dimension of
“consequence “since it procures essential outcomes for the firm like lifting the firm image,
satisfaction of stakeholders positively, increases revenue and competitive advantages (Horng
et al.,2018)
In fact, the CSR policies are strategies which businesses can apply to overcome problematic
result under the economic aspect, socially and environmentally. Nevertheless, CSR policies'
contribution supports the company by diminishing the cost of primary resources such as
water and electricity and (Carroll, 2016; Font et al, 2016; Bogetic et al, 2016; King Wong and
Seongseop, 2020).
Furthermore, the CSR policy can regulate employees' rights resulting in being more
appreciated and evaluated as workers. The significant aspect of employees' motivation and
satisfaction can reflect the optimization of the intangible service delivered. Additionally,
some business might advertise CSR practices in the form of philanthropic activities which are
well appreciated by stakeholders and consumers (Carroll, 2016; Bogetic et al., 2016; Font &
Lynes,2018; King Wong and Seongseop, 2020).
Additionally, Font & Lynes (2018) outline the customer loyalty often acquired with
business's CSR practices when the customer has similar belief on sustaining and supporting
these dimensions which can identify himself/herself with these practices. If a company lacks
substantial CRS guidelines in their operational activities, it could affect consumers' boycott
towards these firms (Font & Lynes,2018; Gonzales-Rodriguez and Diaz-Ferrandez, 2020).
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