摘要
我国酒店业企业社会责任(corporate social responsibility,CSR)实践快速发展,迫切需要与之相关的理论研究。为了解我国酒店集团CSR实践的现状与特点,文章聚焦酒店集团CSR信息披露内容的研究,通过对我国规模最大的15家酒店管理公司CSR公开信息的内容分析,发现样本企业CSR实践主要有以下几大特点:①慈善捐助(特别是灾难性救济)、志愿者活动、创建绿色旅游饭店、节能降耗是样本企业CSR实践的主要内容;②样本企业把政府接待、支持政府工作看成是企业对政府责任的重要组成内容;③社区和社会、环境、员工、政府与客户等5大利益相关者是样本企业负责的主要对象,而对供应商、同行、债权人等利益相关者的责任,样本企业关注较少;④样本企业开始将CSR与企业核心业务关联,战略性CSR实践初露端倪;⑤企业官方网站新闻报道是样本企业披露CSR信息的主要方式,而独立的CSR报告或专栏被样本企业采用的较少。
With the rapid development of corporate social responsibility （CSR） practices in the Chinese hotel industry （which include the green hotel movement, environmental protection and charitable donations） , researchers are increasingly interested in CSR within this industry from various angles and different theoretical perspectives. Some researchers have explored the antecedent or motivation of CSR practices within Chinese hotel enterprises. These researchers have found that CSR practices are working positively with hotel managerial ethics, institutional pressures and market orientation. Other researchers pay attention to the mechanisms of CSR behavior and examine how CSR practices are actually carried out in hotel enterprises. Nevertheless, little theoretical attention has been paid to understanding what CSR practices implemented in Chinese hotels really achieve. This paper aims to fill this gap by focusing on CSR reports from top Chinese hotel-management companies. Using content analysis of public CSR information （which includes data from independent CSR or sustainability reports, official hotel websites and CSR news） from the top 15 Chinese hotel-management companies （rated by room number in 2010）, we found several key CSR characteristics. First, the main CSR practices of top Chinese hotel-management companies are charitable donations （particularly for disaster relief） , volunteer activities, green hotel practices and the reduction of energy consumption. Second, providing accommodation and support for governmental activities or hospitality is considered an important part of hotel CSR for central and local governments. This reflects the unique combination of CSR characteristics in the Chinese hotel industry experienced in a transitional economic environment. Third, Chinese hotel-management companies feel more responsibility towards the community and society, the environment, employees, governments and customers than suppliers, competitors or creditors. This partly reflects CSR＇ s global nature, which goes beyond the law. Fourthly, Chinese hotel-management companies are beginning to link CSR to their core business. This means strategic CSR practices are emerging in the Chinese hotel industry. Finally, disclosure of CSR information by hotel management companies is more likely to be made by official hotel website news reports and less likely to be made by independent CSR reports or CSR columns within hotel websites. This study makes two important theoretical contributions. It adds to CSR literature through content analysis of CSR information disclosed by top hotel management companies in China, one of the world＇ s most important emerging economies. The findings from this study assist understanding CSR behaviors in developing countries. Second, this paper contributes to hotel management literature. Our findings help us understand the behavior of Chinese hotel-management companies and compare them with hotel enterprises in other countries, particularly in developed economies. Our study also has implications for managers. Our results can assist group and independent hotel managers in understanding hotel CSR practices and improve their CSR awareness. This can help hotels focus on CSR information disclosure and improve the quality and channels of CSR information disclosure. Our findings can also stimulate mutual CSR knowledge exchange and transfer between hotel enterprises and improve CSR cognition and practice levels across the entire hotel industry. Further, our study can also give insights to managers in other service industries because CSR practices within the hotel industry are more advanced than within other service industries. This study has two limitations. The first is that public CSR information is constantly evolving. This paper＇ s content analysis was performed during the first quarter of 2012. Information may have since changed to include or dismiss data found in this study. Second, public CSR information may have a ＇ social desirability＇ problem, meaning published material may more likely include ＇good news＇ stories.
出处
《旅游学刊》
CSSCI
2013年第3期52-61,共10页
Tourism Tribune
基金
国家自然科学基金重点项目(71132007)
国家自然科学基金项目(71072112)
浙江省自然科学基金杰出青年项目(R6110132)资助~~
关键词
企业社会责任
中国酒店业
内容分析
corporate social responsibility （CSR）
Chinese hotel industry
content analysis
作者简介
彭雪蓉（1980-），女，四川绵阳人，博士研究生，研究方向为企业社会责任与公司战略，E—mail：pxrll22@163．com；
魏江（1970-），男，浙江诸暨人，教授、博士生导师，研究方向为创新管理、战略管理；
李亚男（1982-），女，安徽六安人，讲师，研究方向为服务创新、酒店人力资源。
