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Corporate social responsibility: a study of premium luxury hotels on the Balearic Islands

Author

Listed:
  • Miguel Trías-Vilar

    (University of the Balearic Islands)

  • María Antonia García-Sastre

    (University of the Balearic Islands)

Abstract

This paper deals with the subject of Corporate Social Responsibility as a key element to design internal marketing strategies and changes related to the luxury hotel industry on the Balearic Islands. Although all changes are still fresh in the manager’s mind, something seems to be changing in the internal managerial tourism performance according to recent studies. The purpose of the paper is to unveil some working methods that managers in the hotel industry should employ in an integrated manner when driving a course of action to enable employees to live and perform coherently the corporate and sustainable brand values, as well as to enable their efficient transmission to the customers and indirectly promote them to the whole of society, both in Spain and abroad.

Suggested Citation

  • Miguel Trías-Vilar & María Antonia García-Sastre, 2013. "Corporate social responsibility: a study of premium luxury hotels on the Balearic Islands," Responsibility and Sustainability, IAPNM LATAM, vol. 1(2), pages 33-44, June-Augu.
    • Handle: RePEc:ayu:journl:v:1:y:2013:i:2:p:33-44
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    More about this item

    Keywords

    corporate social responsibility; strategic marketing; hotels; Balearic Islands;
    All these keywords.

    JEL classification:

    • M14 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - Corporate Culture; Diversity; Social Responsibility

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