Corporate Social Responsibilities in a Hotel Industry : The Three Pillars

Of Responsible Business In the Rezidor Hotel Group

Case Study: Responsible Business in The Radisson Blu Djerba

A presentation Submitted byKarima BEN SLIMENE

 Under the Supervision of

Dr. Chokri SMAOUI 

Outline

Introduction

Internship Report

Internship Project

Conclusion

Outline

Internship Report

Internship Project

Conclusion

Introduction

Introduction

General Objectives: Having enough knowledge about the Radisson Blu

Djerba. Giving an overview of the internship experience: Tasks,

responsibilities, observations, accomplishments and challenges.

Identifying CSR in hotel industry. Exploring the objectives of implementing RB program

in the Radisson Blu. Discussing the three pillars of RB in the hotel.

Outline

Introduction

Internship Project

Conclusion

Internship Report

Internship report

1. The institution profile: My three-month internship took place in the Radisson

Blu Djerba A five stars hotel A brand name of the Rezidor Hotel Group (ranks

among the five largest hotel management companies in the world)

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The hotel slogan: Yes I Can! is the hotel’s guest satisfaction program.

The RB program: a pro-active environmental first movers.

Club Carlson: the hotel rewards program

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2. Overview of the internship experience 2.1. Tasks and responsibilities:

2.1.1. Sales and marketing department: Answering calls Receiving and sending faxes Translating texts Participating in the planning and coordination of

events held at the hotel Helping the RB coordinator to make the report

concerning the Tunisian Ecolabel

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2.1.2 The front office: Preparing room packages Making the check-in Preparing the Medallia reports Making the courtesy calls ( insure guest

satisfaction) Typing the VIP letters

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3. Dealing with difficulties:

Problem with the translation tasks Cultural misunderstanding Much new information

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4. Learned experience:

I practiced my communication skills as a guest relation representative.( i was in direct contact with people)

I acquired new information about the hospitality field and the modern firm.

I gained an advantageous experience inside a global modern firm.

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5. Critical reflections:

Low wages Not all the hotel staff knows about the

implementation of RB program The use of English is not enough

Outline

Introduction

Internship Report

Conclusion

Internship Project

Internship project

1. Introduction

The International Hotel & Restaurant Association estimates that the hospitality industry employs 60 million people and contributes with US$950 billion to the global economy every year

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Main objectives of the study:

The main objectives of this study are to display why the hotel implements an RB program in its strategy and how it works.

The focus will be on the Three Pillars of Responsibel Business.

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2. Literature review

2.1 Evolving Views on CSR: Davis 1960: “businessmen’s decisions and

actions taken for reasons at least partially beyond the firm’s direct economic or technical interest”

Wood 1991: “the basic idea of CSR is that business and society are interwoven rather than distinct entities; therefore, society has certain expectations for appropriate business behavior and outcomes”

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CSR is about managing business in a manner that has an overall positive impact on

society at large.

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The business case of CSR: reasons to engage in CSR activities:

8%

14%

14%

14%

9%

11%

11%

12%

other

emprove risk management

ethical issues

enhance company image

legal compliance

reduce employee turnover

response to the change

emprove company culture

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2.3. CSR in the Rezidor Hotel Group:

An eco-friendly hotel The World’s Most Ethical Comapany for three

years. Pro-active environmental first movers: first

environmental policy back in 1989

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2.3. Objectives of implementing an RB program in the hotel: Become more energy sufficient in all areas of operation

without reducing guest comfort. Taking responsibility for the health and safety of

employees and customers. respecting social and ethical issues in the company, as

well as in the community Reducing the hotel’s negative impact on the

environment.

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2.4. The three pillars of RB: (Social, ethical and environmental issues)

2.4.1. Pillar 1: health and security: Healthy hotel Keeping people safe and secure Co-operation at all levels

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2.4.2. Pillar 2: Social and Ethical Issues

Code of Ethics RB action month to make + ncontribution to the

society The world childhood foundation Community

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2.4.3. Pillar 3 : Environmental Impact:

Construction and renovation Energy Water Waste Working with suppliers

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3. Methodology

The study of the implementation of the RB Program in the hotel I used the technique of a guided questionnaire

Objectives: - to know whether this stretegy is really implemented in all the hotel departments.

- to identify in which areas RB Program is really implemented .

- to explore whether RB objectives are realized or not.

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3. Results and discussion

1. The staff awareness of the RB Program in the hotel:

Very well

poorly Not at all

37% 40% 23%

Percentage of respondents' kowledge about RB program

an average level of understanding RB Strategy.

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2. Health and security responsibility:

Suitable Unsuitable

80%20%

Percentage of employees opinions towards their health anf safety plan

the Radisson Blu provides its agents with a reliable protection system.

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Yes No I don’t know

90%0% 10%

Percentage of respondents' knowledge of monetary support

their hotel is engaged in

Results have shown that Radisson Blu Djerba helps and supports other institutions fiscally and technically.

3. Social and ethical responsibilities

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4. Environmental responsibility:

Yes No I don’t know

93%0% 7%

Percentage of respondents' knowledge of hotel enga-gement in operating me-

thods that preserve natural resources

The Radisson Blu is very interested in the protection of the environment and the preservation of natural resources

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Note: In June 2012 the Radisson Blu Djerba was certified with the Tunisian eco-label.

Outline

Introduction

Internship Report

Internship Project

Conclusion

Conclusion

A newly adopted strategy in the tourism sector

that should be generalized to other hotels and other businesses .