Strategic implications of corporate social responsibility in hotel industry: A comparative research between NH Hotels and Meliá Hotels International
The hospitality industry serves millions of people globally and is a multibillion-dollar industry with a significant growth expectation in the upcoming years. The Spanish tourism industry is one of the most developed sectors of the nation, being one of the main contributors to the country’s GDP. On a world wide scale, and specifically in the European context, there is a rising awareness for firms’ actions to be responsible towards the environment and the community in which they operate. Based on “triple bottom line” guidelines, companies’ mission in such a context is achieving competitive advantage by means of a business model considering three key aspects: people, profit, and planet. Considering the hospitality industry’s characteristics, it becomes essential to fulfill these new requirements to achieve sustainable competitive advantages. This exploratory study will outline which are the best practices of two main Spanish hotel corporations: NH Hotels and Meliá Hotels International. By pointing out actions undertaken by the most important firms of the sector, they can serve as an example and be replicated by other firms, thus increasing sustainability practices, improving understanding of triple bottom line, minimizing negative social as well as environmental footprint, and enhancing positive firms’ impacts in their operating contexts.
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