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CSR in the
Hotel and Tourism Industry
Prof.Dr.Aung Tun Thet
Overview
1. Context
2. Corporate Social Responsibility (CSR)
3. CSR Done Right
4. Recommendations
CSR
 Doing GOOD
 Doing WELL
Context
Reforms
Political Economic
Administra
tive
Private
Sector
Developmen
t
Business
 Essential part of market economy
 Respect for high standards
 Committing to responsible practices
 Addressing societal concerns
 Engaging with stakeholders
Market Integrity
 Healthy business environment
 Good Corporate Governance
Good Corporate Governance
1. Accountable
2. Transparent
3. Responsive
4. Inclusive
5. Effective, Efficient, Equitable
6. Rule of Law
7. Participatory
8. Consensus
Corporate Social Responsibility
(CSR)
“CSR
 is a hard-edged business decision,
 not because it is a nice thing to do, or
 because people are forcing us to do it, but
 because it is good for our business.
Increase Awareness
 Role companies play in socio-economic and
environmental context
 New business strategy
Corporate Philosophy
VISION
COREVALUES PURPOSE
MISSION
CRITICAL SUCCESS FACTORS (CSFs)
STRATEGIES AND PLANS
CORE PROCESSES
Corporate Philosophy
 VISION: What we want to be
 COREVALUES: Who we want to be
 PURPOSE: What we are here for
 MISSION: What we want to achieve
 STRATEGIES AND PLANS: How we are going to
achieve it
 CRITICAL SUCCESS FACTORS (CSFs): What we
need to achieve it
 CORE PROCESSES: Activities to perform well
Triple Bottom Line (3Ps)
 Three key aspects:
 Achieving sustainable profits
 Reducing environmental footprint (planet)
 Balancing with people involved – employees,
community
Corporate Social Responsibility (CSR)
 Companies behaving in ethical or responsible
manner
 “Responsible or ethical” - treating
stakeholders in manner acceptable in civilized
society
Role of CSR
 Environmental and economic responsibility
 Higher standards of living
 „Profitability‟ for people both outside and
within
CSR
 Increasingly popular
 Philanthropic activities
 Green promotions
 Great success
CSR
 Company accountable for influence on all
stakeholders
 Continuing commitment to behave
responsibly and fairly
 Contribute to economic development
 Improving workforce life quality and families as
well as society and local community at large
CSR
 Sustainable development
 Sustainability of enterprise, people and society
Consumers
 Willing to pay more from socially responsible
company
 Sustainability important for corporate travelers
 Business travelers look for hotels that are
environmentally conscious
CSR
 Powerful marketing strategy
 Revenue generating strategy
CSR PYRAMID
philanthropic Good corporate citizen
ethical Be ethical
legal Obey the Law
Be Profitable
economic
CSR Model
DIMENSION GOAL
Value Creation Economic
development
Good
Governance
Institutional
Effectiveness
Social
Contribution
Stakeholder
orientation
Environmental
Integrity
Sustainable
ecosystems
CSR Done Right
Elements of Successful CSR Programs
1. Business-based social purpose
2. Clear theory of change
3. Quality and depth of information
4. Concentrated effort
5. Partnering with experts
Molson Coors Canada
 Responsible drinking education
 TaxiGuy program
 Free public transit on NewYear‟s Eve
 Social media team - selling beer; outreach to
communities in need
Tyson Foods
 Hunger Relief
 Relieve and end childhood hunger
 Social Media Club - donate 100 pounds of
chicken for every comment posted on its blog
Haagen-Dazs
 Honeybee preservation
 Responsible for pollinating one-third of all
foods
 Twitcause campaign - #HelpHoneyBees
Greenopolis
 Website:“Learn.Act. Reward.Together”
 Waste Management Recycle America
Recommendations
PPP
 Government
 Holistic and comprehensive hotel and tourism
development strategies in partnership with
community and industry stakeholders
 Positive investment structures to support and
encourage sustainable development
 Sustainable tourism measures
 Incentives to businesses who adopt
internationally recognised certification
schemes or standards
PPP
 Industry:
 Raise awareness through philanthropy and
marketing efforts
 Sign up to guidelines and charters as criteria
for membership
 Share best practices to learn from one another
CSR: Beyond Green
 Environmentally-friendly
 Water conservation efforts
 Recycling programs
 Energy saving initiatives
 Guests willing to pay premium
InterContinental Hotels Group
 Grass roots efforts within local communities
 Mentor program
 Donations
Marriott International
 Fund and build thousands of homes in 15
countries
 Employees work in teams to create safe and
affordable homes for others
 Serve young people from challenging
backgrounds
 Youth Career Initiative (YCI)
CSR Activities
 Improving human capital
 Enabling staff to receive adequate training, earn
better wages and engage them to adopt good
practices
 People work to do good job and earn a living
 Want to be part of greater goals
Goal 1
Safe,
Secure &
Comforta
ble
Society Goal 2
Maintain
Harmony
Goal 3
Environme
nt
Protection
Goal 4
Promote
Communi
cation
Custo
mers
National
/
Local
Govern
ment
Stakehol
ders
Employe
es
Local
Commu
nities
Nature
Supplier
s
NGOs
Society
Environment
Employees
• Safe & Secure
• New Business Models
• Prioritize
• Reduce footprin
• Diversity
• Self-fulfillment
• Partners
Concrete Steps
 Apply for ISO 26000
 Join UN Global Compact
Global Compact Network Myanmar
 Nearly 100 Myanmar Companies
 CSR-UN Global Compact Unit at UMFCCI
 Visit of Chairman of UN Global Compact
Foundation
 Summit in late 2014
 www.unglobalcompact.org
UN Global Compact
 Set of 10 core values
1. Human rights
2. Labour standards
3. Environment
4. Anti-corruption
 Communication of Progress (CoP)
Social Business
 Fund
 Incubate
Review
1. Context
2. Corporate Social Responsibility (CSR)
3. CSR Done Right
4. Recommendations
CSR
 Start the journey
 Set measurable goals
 Engage people
 Thing Big, Start Small
 Be CSR champion!
 „You must be the change you wish to see in
the world,‟

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