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A Survey-Based Analysis Regarding CSR Practices in the Romanian Tourism Distribution Sector

Moisescu, Ovidiu-Ioan (2014): A Survey-Based Analysis Regarding CSR Practices in the Romanian Tourism Distribution Sector.

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Abstract

The paper investigates the extent to which the largest Romanian travel agencies, in terms of net turnover and profitability, adopt CSR practices. The analyzed data regards a set of relevant Romanian travel agencies, which during the last five years have been present at least once in an annual ranking regarding the highest net turnover and/or profits of such specialized businesses. In order to evaluate the level of CSR practices adoption in the investigated travel agencies, an online survey was conducted among their top managers mostly marketing managers (one respondent for each travel agency). The questionnaire was adapted based on the recent European Commission’s awareness-raising questionnaire regarding CSR, and comprised several sets of items reflecting employee and workplace policies, environmental policies, marketplace policies, community policies, and, respectively, company values and their dissemination among employees, customers, business partners and other stakeholders. The results of the current research show, on one hand, a relatively high engagement of the top Romanian travel agencies in certain CSR activities, but, on the other hand, a relatively low adoption of specific practices in some domains. Although the literature regarding the impact of perceived CSR in the tourism industry suggests a significant level of influence on corporate reputation and, indirectly, on consumers’ behavior, trust, loyalty and other important commercial aspects, the investigated travel agencies don’t seem to pay a high importance on communicating their CSR practices to customers, or to the general public. The paper also tries to correlate the results regarding the extent to which CSR practices are adopted and communicated with the financial/commercial performance in terms of turnover and profitability.

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