Corporate social responsibility and hospitality industry in Da Nang, Vietnam

B.Sc. Hong Dieu Phuoc Vo, BSc

Master's thesis

Abstract:

As one of the most famous tourism destination in Vietnam, Da Nang city is paying more and more attention to the hospitality industry which impose a great influence to the economy, environment, social and cultural issues. Particularly, the Corporate Social Responsibility (CSR) and its application by the hotels in the area have received a great public concern especially after numerous issues such as pollution, biodiversity loss or waste disposal. However, the practices of CSR in Da Nang are mostly concerns by the famous and luxury hotels while the mid-scale and budgeted hotels which account for 80 percentages of total lodging supply have more attention in short-term profits than long term commitment in CSR. By collecting data via survey, this paper examines the perception of hotel CSR policies under the guests’ perspective in order to figures out the influences of guests’ perception of CSR towards their purchase behaviour for lodging services in Da Nang. The data were analysed by SPSS 20.0 with descriptive statistics, reliability and validity analysis, exploratory factor analysis and Pearson correlation. The study found out that not all the related factors of CSR have been received enough attention from both hotel’s managers and consumers’ aspects though that these factors did have significant impacts on guest’s perception for example, the consumers’ rights, publicity of CSR or satisfactions of guests. Besides, despite that hotel CSR policies and practices tends to have a less impact on guests’ purchase behaviour than the traditional decisive factors such as prices and locations, the increasing awareness of CSR and its importance among consumers have encouraged the hotel owners and managers improve their CSR strategy and practices to increase their image and positions in customers’ mind.

Keywords

Corporate Social Responsibility, Guest’s perceptions, Hospitality industry, Da Nang, Consumer behaviours

Language used: English

Date on which the thesis was submitted / produced: 13. 3. 2019

Thesis defence

• Supervisor: doc. Ing. Mansoor Maitah, Ph.D. Ph.D.

Czech University of Life Sciences Prague

Faculty of Economics and Management

Master programme / field:
Economics and Management / Economics and Management