Corporate Social Responsibility in the Hospitality Industry and its contribution to the welfare of local communities. The case of Hilton Hotels

Table of Contents

CHAPTER 1: INTRODUCTION

1.1 Background

1.2 Problem formulation

1.3 Overall aim and research questions

1.4 Outline of the thesis

CHAPTER 2: CORPORATE SOCIAL RESPONSIBILITY

2.1 CSR and sustainable development

2.2 CSR concepts and values

2.3 Types of responsibilities

2.4 CSR theories and approaches

2.4.1 The stakeholder approach

2.4.2 The strategic CSR and shared value

2.4.3 The legitimacy theory

2.5 Reasons for CSR and critics

CHAPTER 3: CSR IN HOSPITALITY AND TOURISM INDUSTRY

3.1 Ethical issues and CSR initiatives in tourism

3.2 Green hotels or greenwashing

3.3 CSR reporting in hospitality

CHAPTER 4: SOCIETY AND THE TOURISM INDUSTRY

4.1 Hotels and communities

4.2 Impacts on communities

4.3 Challenges towards CSR

CHAPTER 5: METHODOLOGY

CHAPTER 6: PRESENTATION OF THE CASE

CHAPTER 7: RESEARCH FINDINGS AND ANALYSIS

7.1 Introduction to Hilton Hotels

7.2 Hilton CSR reporting

7.3 Hilton’s CSR strategic structure

7.3.1 Mission and Vision

7.3.2 LightStay System

7.3.3 Travel with Purpose 2030 Goals

7.3.4 Hilton’s code of conduct

7.3.5 Awards and recognitions

7.4 CR Strategy management and implementation

7.5 Hilton’s stakeholders and communities

7.6 Hilton’s initiatives and achievements

7.7 Interview

CHAPTER 8: DISCUSSION

CHAPTER 9: CONCLUSION

9.1 Main contribution

9.2 Research limitations

9.3 Recommendations and future research

Research Objectives and Themes

This thesis aims to apply Freeman’s (1984) Stakeholder Theory to identify the role of local communities as primary stakeholders within the hospitality industry. By evaluating the corporate social responsibility (CSR) strategy of Hilton Worldwide, the study explores how international hotel corporations balance financial objectives with the social and environmental needs of their host communities.

• Analysis of CSR strategic structures in global hotel chains.
• Evaluation of the "Travel with Purpose" strategy and its community impact.
• Application of Stakeholder Theory to map and manage community relations.
• Examination of the "LightStay" system as a tool for sustainability reporting.
• Investigation of challenges in implementing voluntary CSR initiatives.

Excerpt from the Book

Summary of Chapters

CHAPTER 1: INTRODUCTION: Presents the background of CSR in tourism, formulates the research problem, and outlines the thesis goals.

CHAPTER 2: CORPORATE SOCIAL RESPONSIBILITY: Reviews the theoretical evolution of CSR, sustainable development, and key management frameworks like the stakeholder approach.

CHAPTER 3: CSR IN HOSPITALITY AND TOURISM INDUSTRY: Examines ethical dilemmas in tourism and the emergence of green practices versus greenwashing.

CHAPTER 4: SOCIETY AND THE TOURISM INDUSTRY: Discusses the complex relationship between hotels and their host communities, including socio-economic impacts.

CHAPTER 5: METHODOLOGY: Details the qualitative and explorative research design, including the use of content analysis and semi-structured interviews.

CHAPTER 6: PRESENTATION OF THE CASE: Maps stakeholders for international hotel chains using adapted theoretical frameworks.

CHAPTER 7: RESEARCH FINDINGS AND ANALYSIS: Provides a comprehensive analysis of Hilton's "Travel with Purpose" strategy, internal reporting, and community initiatives.

CHAPTER 8: DISCUSSION: Interprets the findings through the lens of legitimacy and stakeholder theories, highlighting the role of community engagement.

CHAPTER 9: CONCLUSION: Summarizes the main contribution, acknowledges research limitations, and offers recommendations for future academic and corporate efforts.

Keywords

Corporate Social Responsibility, CSR, Hospitality Industry, Sustainable Development, Stakeholder Theory, Hilton Worldwide, Travel with Purpose, LightStay, Community Engagement, Sustainability Reporting, Greenwashing, Shared Value, Tourism Management, Corporate Ethics, SDGs

Frequently Asked Questions

What is the core focus of this bachelor's thesis?

The research investigates how multinational hotel corporations, specifically Hilton Worldwide, integrate Corporate Social Responsibility (CSR) to manage their relationship with local communities.

What are the primary thematic areas covered in the work?

Key themes include the evolution of CSR, stakeholder management frameworks, environmental and social impacts in tourism, and the specific application of the "Travel with Purpose" strategy.

What is the central research question?

The study seeks to answer how Hilton's CSR strategy is structured, what role communities play as stakeholders, and which specific initiatives contribute to community welfare.

Which methodology does the author employ?

The thesis utilizes a qualitative and explorative research design, combining content analysis of corporate reports with semi-structured empirical interviews.

What topics are discussed in the main body?

The main sections analyze the theoretical background of CSR, its implementation in the hotel sector, stakeholder mapping, and a detailed case study of Hilton's strategic initiatives.

What defines the core CSR terms used in the study?

The work characterizes CSR through frameworks like Carroll's Pyramid of Responsibilities, Porter's Shared Value concept, and Freeman's Stakeholder Theory.

How is Hilton's "LightStay" system significant to the findings?

LightStay serves as a proprietary measurement platform for Hilton, enabling the company to track social and environmental performance across its global operations.

What did the interview with the Human Resources manager reveal?

The respondent confirmed that while global guidelines exist, individual properties like Hilton Malta maintain flexibility to adapt initiatives to local community needs.

How does the thesis address the issue of greenwashing?

The study explores the tension between genuine sustainability efforts and potential marketing manipulation, emphasizing the necessity for transparent reporting.

What is the conclusion regarding future research?

The author recommends that hotel chains should adopt more transparent, regionalized reporting in local languages to genuinely improve community engagement and welfare.