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Exploring the Role of CSR in the Organizational Identity of Hospitality Companies: A Case from the Spanish Tourism Industry

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  • Patricia Martínez
  • Andrea Pérez
  • Ignacio Rodríguez del Bosque

Abstract

Recently, organizational identity is being given more attention than ever before in the business world. This notion has grown substantially in importance in the hospitality industry. Facing increased competition, hospitality companies are driven to project a positive image to their stakeholders. Therefore, these organizations have begun to develop new organizational identity programs as part of their strategies to achieve their desired identities. This study analyzes the role of corporate social responsibility in the definition of the Organizational Identity of these organizations, employing a qualitative research methodology based on an illustrative case study. Particularly, the authors analyze the case of Meliá Hotels International, a leading hotel company in Spain with a presence in 27 countries. The findings indicate that the company has formally integrated CSR into its strategy to align its actual identity with its desired and conceived identity in view of the critics in its local community. Moreover, the interest of the firm toward its stakeholders suggests that the company understands its conceived identity as an important link in understanding its organizational identity. This paper demonstrates that firm’s organizational identity is a set of several elements. When analyzing Meliá Hotels International’s identity, we see that the firm defines this concept as that which is most central, enduring, and distinctive about the organization. In this sense, the company appears to follow the vision-driven approach by referring to the organizational mission and vision statements, organizational philosophy, and core values as the basis of organizational identity. Copyright Springer Science+Business Media Dordrecht 2014

Suggested Citation

  • Patricia Martínez & Andrea Pérez & Ignacio Rodríguez del Bosque, 2014. "Exploring the Role of CSR in the Organizational Identity of Hospitality Companies: A Case from the Spanish Tourism Industry," Journal of Business Ethics, Springer, vol. 124(1), pages 47-66, September.
    • Handle: RePEc:kap:jbuset:v:124:y:2014:i:1:p:47-66
    DOI: 10.1007/s10551-013-1857-1
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    6. Miguel Ángel Moliner & Diego Monferrer & Marta Estrada & Rosa M. Rodríguez, 2019. "Environmental Sustainability and the Hospitality Customer Experience: A Study in Tourist Accommodation," Sustainability, MDPI, vol. 11(19), pages 1-15, September.
    7. Yawen Gao & Jibao Gu & Hefu Liu, 2019. "Interactive effects of various institutional pressures on corporate environmental responsibility: Institutional theory and multilevel analysis," Business Strategy and the Environment, Wiley Blackwell, vol. 28(5), pages 724-736, July.
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    9. Jose Benitez & Laura Ruiz & Ana Castillo & Javier Llorens, 2020. "How corporate social responsibility activities influence employer reputation: The role of social media capability," Post-Print hal-02462583, HAL.
    10. Chanin Yoopetch & Suthep Nimsai & Boonying Kongarchapatara, 2022. "Bibliometric Analysis of Corporate Social Responsibility in Tourism," Sustainability, MDPI, vol. 15(1), pages 1-16, December.
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    13. Kumar Ramesh & Raiswa Saha & Susoban Goswami & Sekar & Richa Dahiya, 2019. "Consumer's response to CSR activities: Mediating role of brand image and brand attitude," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 26(2), pages 377-387, March.
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