Intro of doctoral research abac dec19,2010

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Intro of doctoral research abac dec19,2010

  1. 1. Attitudes and Perceptions of Corporate Social Responsibility (CSR) Along the Hotel Supply Chain in Thailand Presented Sunday, December 19, 2010 To AU Doctoral Candidates
  2. 2. <ul><li>Background </li></ul><ul><li>Pinnacle Resorts (PR) has 5 properties throughout Thailand and is involved in a number of CSR initiatives, in particular </li></ul><ul><li>The Youth Leadership Development Foundation </li></ul><ul><li>Provides an opportunity for future leaders from the south of Thailand to come to Bangkok and Jomtien for a one week Skill Building camp </li></ul>
  3. 3. The guests are informed via a small brochure of the charge and are given a small souvenir cup as a souvenir International hotel guests are automatically charged 1 Euro/per visit.
  4. 4. Over half of the guests ask for the charge to be removed from their bill (and keep the souvenir).
  5. 5. What to measure?
  6. 6. <ul><li>Improve your bottom line </li></ul><ul><li>(increase sales and lower costs) </li></ul><ul><li>55% of Consumers buy a product from a company based on believing it is a good corporate citizen.52% have refused for the same reason. </li></ul><ul><li>Build brand, increase loyalty and differentiate product </li></ul><ul><li>85% agree that a company that is closely tied to a charity is more trustworthy and respected. </li></ul><ul><li>Can CSR initiatives increase satisfaction? </li></ul><ul><li>Enhance employee recruitment and retention </li></ul><ul><li>91% of employees would prefer to work for a company with a strong commitment to community. </li></ul><ul><li>92% of employees want to be involved in their company’s social responsibility in some way. </li></ul><ul><li>90% of employees of large companies agreed that “CSR increases my motivation and loyalty” </li></ul><ul><li>(2006 Globescan) </li></ul>ROI
  7. 7. Methology *Question? How can I stay away from statistics as much as possible Supplier Focus Groups Customer Surveys
  8. 8. Managing Director’s In-depth Interviews
  9. 9. Marketing
  10. 10. Studies have focused on the supply side of tourism. Other studies have focused on customer perceptions. This study will examine CSR initiative(s) along the Supply Chain
  11. 11. Research Timeline May June July August Sept Oct Nov Dec Jan Feb March April May 2010 2011
  12. 12. May June July August Sept Oct Nov Dec Jan Feb March April May June July August Sept Oct Nov Dec Jan Feb March April May June July August Sept Oct Nov Dec Jan Feb March April May Modify the YLDF strategy Data Analysis Prepare Research Proposal 2009 2010 2011 2112 2 nd Interview Managers, employees and Supply Chain Analyze Write it up! Collect Survey Data PhD Course Work
  13. 13. <ul><li>Business Ethics Magazine </li></ul><ul><li>List of 100 Best Corporate Citizens </li></ul><ul><li>(only publicly traded companies) </li></ul><ul><li>No Lodging Companies On This List </li></ul><ul><li>3 Restaurant Companies Listed </li></ul><ul><li>1 Airline Listed </li></ul><ul><li>*No Other Firm From T&T Listed </li></ul>
  14. 14. Question, Comments, Suggestions and Ideas are Appreciated!!

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