Beyond profit: Corporate social responsibility (CSR) practices amongst hoteliers in Pulau Pinang, Malaysia

Beyond profit: Corporate social responsibility (CSR) practices amongst hoteliers in Pulau Pinang, Malaysia

The concept of corporate social responsibility (CSR) has grown exponentially in the last decade and is gradually becoming a rising trend within the hospitality sector. In Pulau Pinang, the hospitality sector is not new and its potential in delivering benefits to the local communities is still a much...

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Main Author: Fazreena, Mansor
Format: Thesis
Language:eng
eng
eng
Published: 2018
Subjects:
HD28-70 Management
Industrial Management
HF5001-6182 Business
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https://etd.uum.edu.my/6929/3/s94767_02.pdf
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institution Universiti Utara Malaysia
collection UUM ETD
language eng
eng
eng
advisor Ahmad Marzuki, Najib
topic HD28-70 Management
Industrial Management
HF5001-6182 Business
spellingShingle HD28-70 Management
Industrial Management
HF5001-6182 Business
Fazreena, Mansor
Beyond profit: Corporate social responsibility (CSR) practices amongst hoteliers in Pulau Pinang, Malaysia
description The concept of corporate social responsibility (CSR) has grown exponentially in the last decade and is gradually becoming a rising trend within the hospitality sector. In Pulau Pinang, the hospitality sector is not new and its potential in delivering benefits to the local communities is still a much debated subject. This study investigated the CSR practices amongst the hoteliers with regard to their understanding of CSR, the activities performed in the hotel that affect the wellbeing of communities, the management of CSR, their reasons and challenges in implementing CSR. A series of in-depth interviews were undertaken with eight hoteliers in Pulau Pinang. Two focus group discussions were conducted involving employees and beneficiaries in order to obtain an insight into their prevailing perceptions and underpinning reasons for such perceptions. The study found that CSR practice is still considered to be at its infancy stage and it is a sign of the immaturity of CSR implementation in Pulau Pinang. The hoteliers in Pulau Pinang have failed to facilitate community access to benefits of CSR development in their respective localities, thereby denying them the opportunity to improve their wellbeing and livelihoods. Hoteliers are hindered by poor internal communication and a lack of social consciousness connecting their various programs. The seasonality of CSR activities is due irregular funding and lack of understanding and expertise in this area. The study stressed an urgent need for decisive measures at policy and planning level to achieve the true meaning of CSR. This study also proposed a model of genuine social change for hoteliers to participate successfully in CSR development in Pulau Pinang.
format Thesis
qualification_name Ph.D.
qualification_level Doctorate
author Fazreena, Mansor
author_facet Fazreena, Mansor
author_sort Fazreena, Mansor
title Beyond profit: Corporate social responsibility (CSR) practices amongst hoteliers in Pulau Pinang, Malaysia
title_short Beyond profit: Corporate social responsibility (CSR) practices amongst hoteliers in Pulau Pinang, Malaysia
title_full Beyond profit: Corporate social responsibility (CSR) practices amongst hoteliers in Pulau Pinang, Malaysia
title_fullStr Beyond profit: Corporate social responsibility (CSR) practices amongst hoteliers in Pulau Pinang, Malaysia
title_full_unstemmed Beyond profit: Corporate social responsibility (CSR) practices amongst hoteliers in Pulau Pinang, Malaysia
title_sort beyond profit: corporate social responsibility (csr) practices amongst hoteliers in pulau pinang, malaysia
granting_institution Universiti Utara Malaysia
granting_department Awang Had Salleh Graduate School of Arts & Sciences
publishDate 2018
url https://etd.uum.edu.my/6929/1/DepositPermission_s94767.pdf
https://etd.uum.edu.my/6929/2/s94767_01.pdf
https://etd.uum.edu.my/6929/3/s94767_02.pdf
_version_ 1747828130873081856
spelling my-uum-etd.69292021-08-09T07:22:58Z Beyond profit: Corporate social responsibility (CSR) practices amongst hoteliers in Pulau Pinang, Malaysia 2018 Fazreena, Mansor Ahmad Marzuki, Najib Awang Had Salleh Graduate School of Arts & Sciences Awang Had Salleh Graduate School of Arts and Sciences HD28-70 Management. Industrial Management HF5001-6182 Business The concept of corporate social responsibility (CSR) has grown exponentially in the last decade and is gradually becoming a rising trend within the hospitality sector. In Pulau Pinang, the hospitality sector is not new and its potential in delivering benefits to the local communities is still a much debated subject. This study investigated the CSR practices amongst the hoteliers with regard to their understanding of CSR, the activities performed in the hotel that affect the wellbeing of communities, the management of CSR, their reasons and challenges in implementing CSR. A series of in-depth interviews were undertaken with eight hoteliers in Pulau Pinang. Two focus group discussions were conducted involving employees and beneficiaries in order to obtain an insight into their prevailing perceptions and underpinning reasons for such perceptions. The study found that CSR practice is still considered to be at its infancy stage and it is a sign of the immaturity of CSR implementation in Pulau Pinang. The hoteliers in Pulau Pinang have failed to facilitate community access to benefits of CSR development in their respective localities, thereby denying them the opportunity to improve their wellbeing and livelihoods. Hoteliers are hindered by poor internal communication and a lack of social consciousness connecting their various programs. The seasonality of CSR activities is due irregular funding and lack of understanding and expertise in this area. The study stressed an urgent need for decisive measures at policy and planning level to achieve the true meaning of CSR. This study also proposed a model of genuine social change for hoteliers to participate successfully in CSR development in Pulau Pinang. 2018 Thesis https://etd.uum.edu.my/6929/ https://etd.uum.edu.my/6929/1/DepositPermission_s94767.pdf text eng public https://etd.uum.edu.my/6929/2/s94767_01.pdf text eng public https://etd.uum.edu.my/6929/3/s94767_02.pdf text eng public Ph.D. doctoral Universiti Utara Malaysia Abidin, Z. Y. (2012). Sime Darby Foundation’s corporate social responsibility in higher education and community engagement. In S. K. Gill & N. Ganjaseni (Eds), Innovative Practices and Challenges Across Asean and Asia (71-76). Bangi, Malaysia: Penerbit Universiti Kebangsaan Malaysia. Accorhotels.com. (2012). Planet 21. Retrieved January 10, 2016, from http://www.accorhotels.com/gb/sustainable-development/index.shtml Ahmad, N. N. N., & Sulaiman, M. (2004). 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