Online CSR communication in the hotel industry: Evidence from small hotels

Andrea Ettinger, Sonja Grabner‐Kräuter, Ralf Terlutter

2017-10-16articleInternational Journal of Hospitality Management180 citationshybrid

No readable copy stored yet — this record is metadata only.

Corporate Social Responsibility Reporting Digital Marketing and Social Media Corporate Social Responsibility and Sustainability

Abstract

This paper examines how corporate social responsibility (CSR)-certified hotels communicate CSR on their websites, how guests comment on hotels’ CSR engagement in online reviews and how hotels respond to online reviews. The CSR communication strategies of stakeholder information, response and involvement of Morsing and Schultz (2006) were used as conceptual framework. Three studies were conducted. Based on a sample of 47 Austrian CSR-certified hotels, the first study explored the extent to which hotels communicate CSR activities to stakeholders via their webpage. The second study analyzed 1383 customer online reviews of the same hotels on TripAdvisor ® with regard to CSR references. The third study analyzed hotels’ responses to online reviews. Results show that environmental issues and supplier relations receive highest attention from hotels and customer reviews. Employee relations are less frequently communicated and addressed in reviews. The three studies uncover opportunities for intensified stakeholder integration in CSR engagement and communication strategies.

Citations in this library

Stored only when both papers are in the corpus — 180 citations exist upstream.

References

2010Strategic management a stakeholder approach

1986Qualitative Data Analysis: A Sourcebook of New Methods

1995A Stakeholder Framework for Analyzing and Evaluating Corporate Social Performance

2001Corporate Social Responsibility: A Theory of the Firm Perspective

2004Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the Internet?

2003The Digitization of Word of Mouth: Promise and Challenges of Online Feedback Mechanisms

2010Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication

2004Corporate Social Responsibility and Marketing: An Integrative Framework

Cited by

2023CSR, financial and non-financial performance in the tourism sector: A systematic literature review and future research agenda

2020Exploring the connections among CSR performance, reporting, and external assurance: Evidence from the hospitality and tourism industry

2021The Role of Corporate Social Responsibility and Corporate Image in Times of Crisis: The Mediating Role of Customer Trust

2019Corporate social responsibility and work engagement: Evidence from the hotel industry

2022The rationale for ISO 14001 certification: A systematic review and a cost–benefit analysis

2019Do consumers care about CSR in their online reviews? An empirical analysis

2020Development and validation of standard hotel corporate social responsibility (CSR) scale from the employee perspective

2020Environmental discourse in hotel online reviews: a big data analysis