Importance of hotel’s Corporate Social Responsibility components evaluated by consumers

What is it about?

This paper examines the perception consumers have about which are the actions that hotels must carried out in terms of sustainability. Specific legal, ethical, philanthropic and environmental actions are showed to have an influence on consumers’ support. Furthermore, for more informed consumers, the ethical and economic practices have more importance than they do for less informed consumers, whereas philanthropic practices have less importance for the intentions of more informed consumers.

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Why is it important?

Improving the understanding of consumers’ perceptions can help companies better understand the value of adopting responsible practices, thus contributing to destination sustainability, to the overall impact on society as well as to firm’s competitiveness. Results of this study are important because it advances on the comprehension of which are these practices by evaluating them in separate sets of related practices. Furthermore, hotel managers can also use these results to develop guidelines on how to differentiate their advertising with regard to the type of consumer (more or less active in searching for information). The study also adds new insights about the necessity of including the economic dimension in the consumer’s perception of hotel’s sustainable image.