OTEL İŞLETMELERİNDE SOSYAL SORUMLULUK UYGULAMALARI ve COVİD 19 DÖNEMİNDE YERLİ TURİSTLERİN BEKLENTİLERİNİN BELİRLENMESİ

Year 2022, Volume: 5 Issue: 1, 22 - 43, 30.06.2022

Neşe Kafa

https://doi.org/10.54472/jobig.1116957

Abstract

Kurumsal sosyal sorumluluk faaliyetleri özellikle küresek kriz dönemlerinde daha fazla dikkat çekmekte ve işletmelerin fark yaratmalarını sağlamaktadır. Bu çalışmada, Covid 19 döneminde otel işletmelerinin KSS uygulamalarını yerli turistlerin nasıl algıladıklarının belirlenmesi amaçlanmaktadır. Araştırmada nitel araştırma yöntemlerinden görüşme yöntemi tercih edilmiştir. Görüşmeler, 2020 yılı Nisan ve Mayıs aylarında gönüllü 28 katılımcı ile online olarak gerçekleştirilmiştir. Görüşmelerden elde edilen veriler, Maxqda 18 analiz programına girilerek analiz edilmiştir.

Yapılan çalışmada elde edilen sonuçlara bakıldığında katılımcıların Covid-19 döneminde otellerden özellikle “çevreye ve topluma karşı” sorumluluklarını yerine getirmelerini bekledikleri görülmüştür. Katılımcı ifadeleri doğrultusunda beklenen çevresel sorumlulukların; “doğal çevreyi koruma, atıkların kontrolü ve değerlendirilmesi, temizlik, hizmete kapanma, gıda önlemleri ve çevre dostu uygulamaların hayata geçirilmesi” olduğu belirlenmiştir. Ayrıca toplumsal sorumluluklar konusunda ise, “sağlık sektörüne hizmet, topluma hizmet, koruyucu önlem ve güvenlik tedbirlerinin alınması, hizmete kapanma ve toplu etkinlikleri erteleme” ifadeleri öne çıkmıştır. Son olarak katılımcılar, KSS sahip otelleri çevrelerine daha çok tavsiye edeceklerini ve konaklamak için daha çok bu otelleri tercih edeceklerini belirtmişlerdir.

Keywords

Kurumsal sosyal sorumluluk, otel işletmeleri, turist, Covid-19

SOCIAL RESPONSIBILITY PRACTICES IN HOTEL BUSINESSES AND DETERMINING THE EXPECTATIONS OF LOCAL TOURISTS IN THE COVID 19 PERIOD

Abstract

Corporate social responsibility activities attract more attention especially in times of global crisis and enable businesses to make a difference. In this study, it is aimed to determine how domestic tourists perceive the CSR practices of hotel businesses during the Covid 19 period. In the study, the interview method, one of the qualitative research methods, was preferred. Interviews were held online with 28 volunteer participants in April and May 2020. The data obtained from the interviews were analyzed by entering the Maxqda 18 analysis program.

Considering the results obtained in the study, it was seen that the participants expected the hotels to fulfill their responsibilities especially "to the environment and society" during the Covid-19 period. Expected environmental responsibilities in line with participant statements; It has been determined that "protection of the natural environment, control and evaluation of wastes, cleaning, closure of service, food measures and implementation of environmentally friendly practices". In addition, in terms of social responsibilities, the expressions "service to the health sector, service to the community, taking preventive and security measures, closing the service and postponing collective events" came to the fore. Finally, the participants stated that they would recommend the hotels with CSR more to their friends and they would prefer these hotels for accommodation.

Keywords

Corporate social responsibility, hotel businesses, tourist, Covid-19

References

• Ahn, J. (2020). Understanding the Role of Perceived Satisfaction With Autonomy, Competence, and Relatedness in the CSR Context. Journal of Sustainable Tourism, 28(12), 2027–2043.
• Akbari, M., Mehrali, M., Seyyedamiri, N., Rezaei, N. ve Pourjam, A. (2019). Corporate Social Responsibility, Customer Loyalty and Brand Positioning. Social Responsibility Journal, 16(5), 671–689.
• Altunoğlu, A. E. ve Saraçoğlu, T. (2013). Kurumsal Sosyal Sorumluluk Uygulamalarının Müşteri Güveni, Müşteri Bağlılığı ve Firma İmajı Üzerine Etkileri: Otel İşletmelerinde Bir İnceleme. Sakarya İktisat Dergisi, 2(2), 69-86.
• Aymankuy, Ş., Demirbulat, Ö. G. ve Aymankuy, Y. (2016). Effect of Social Responsibility Activities of the Enterprises in Accommodation Enterprise Preferences of Potentıal Domestic Tourists, Eurasian Academy of Sciences Social Sciences Journal, 8, 110-134.
• Başer, U. (2015). Kurumsal Sosyal Sorumluluk Algısı Üzerine Bir Araştırma. Yüksek Lisans Tezi, Yaşar Üniversitesi Sosyal Bilimler Enstitüsü, İzmir.
• Bohdanowicz, P. ve Zientara, P. (2008). Corporate Social Responsibility in Hospitality: Issues and Implications. A Case Study of Scandic. Scandinavian Journal of Hospitality and Tourism, 8(4), 271-293.
• Carroll, A. B. (1991). the Pyramid of Corporate Social Responsibility: Toward the Moral Management of Organizational Stakeholders. Business Horizons, 34(4), 39-48.
• Castro-González, S., Bande, B. ve Fernández-Ferrín, P. (2021). Influence of Companies´Credibility and Trust in Corporate Social Responsibility Aspects of Consumer Food Products: The Moderating Intervention of Consumer Integrity. Sustainable Production and Consumption, 28 (2021), 129–141.
• Chang, M. J., Kang, J., Ko, Y. J. ve Connaughton, D. P. (2017). The Effects of Perceived Team Performance and Social Responsibility on Pride and Word-Of-Mouth Recommendation. Sport Marketing Quarterly; Morgantown, 26(1), 31-41.
• Chen, Z. ve Hang, H. (2021). Corporate Social Responsibility in Times of Need: Community Support During the COVID-19 Pandemics. Tourism Management, 87(2021), 104364
• China Tourism Research Institute (2020). Research on the 2020 Qingming Holiday Tourism Market.Https://M.Chinanews.Com/Wap/Detail/Zw/Cj/2020/04-07/9149583.Shtml (Erişim Tairihi: 12.04.2022).
• Chua, B., Al-Ansi, A., Lee, M. J. ve Han, H. (2021). Tourists’ Outbound Travel Behavior in the Aftermath of the COVID-19: Role of Corporate Social Responsibility, Response Effort, and Health Prevention. Journal of Sustainable Tourism, 29(6), 879-906.
• Chuah, S. H., Sujantocd, R. Y., Sulistiawan, J. ve Aw, E. C. (2022). What is Holding Customers Back? Assessing the Moderating Roles of Personal and Social Norms on CSR’S Routes to Airbnb Repurchase Intention in the COVID-19 Era. Journal of Hospitality and Tourism Management, 50(2022), 67-82.
• Chung, N., Tyan, I. ve Lee, S. J. (2019). Eco-Innovative Museums and Visitors' Perceptions of Corporate Social Responsibility. Sustainability, 11(20), 1–16.
• Collins, K. M. T., Onwuegbuzie, A. J. ve Jiao, Q. G. (2006). Prevalence of Mixed-Methods Sampling Designs in Social Science Research. Evaluation & Research İn Education, 19(2), 83-101.
• Corbin, J. ve Strauss, A. (2008). Basics of Qualitative Research Techniques and Procedures for Developing Grounded Theory, Sage Puclications, Los Angeles.
• Çengel, Ö., Pirtini, S. ve Çakıroğlu, I. (2020). COVID-19 Sürecinde İşletmelerde Kurumsal Yönetim ve Sosyal Sorumluluk Stratejilerinin Yeniden Yapılandırılması Üzerine Pazarlama Yönlü Bir Yaklaşım. İstanbul Ticaret Üniversitesi Girişimcilik Dergisi, 4(7), 1-21 .
• D’Acunto, D., Tuan, A., Dalli, D., Viglia, G. ve Okumus, F. (2020). Do Consumers Care About CSR in Their Online Reviews? An Empirical Analysis. International Journal of Hospitality Management, 85(2020), 102342.
• Donthu, N. ve Gustafsson, A. (2020). Effects of COVID-19 on Business and Research. Journal of Business Research, 117(2020), 284-289.
• Du, S., Bhattacharya, C. ve Sen, S. (2010). Maximizing Business Returns to Corporate Social Responsibility (CSR): The Role of CSR Communication. International Journal of Management Reviews, 12(1), 8-19.
• Eggers, F. (2020). Masters of Disasters? Challenges and Opportunities For Smes in Times of Crisis. Journal of Business Research, 116(2020), 199-208.
• Enser, İ. ve Demirağ, I. F. (2021). İşletmelerin Kurumsal Sosyal Sorumluluk Stratejileri: Karşılaştırmalı Vaka Analizi. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 23(4), 1763-1785.
• Ettinger, A., Grabner-Kräuter, S., Okazaki, S. ve Terlutter, R. (2020). The Desirability of CSR Communication Versus Greenhushing in the Hospitality Industry: The Customers' Perspective. Journal of Travel Research, 60(3), 618–638.
• Fatma, M., Rahman, Z. ve Khan, I. (2016). Measuring Consumer Perception of CSR in Tourism Industry: Scale Development and Validation. Journal of Hospitality and Tourism Management, 27(2016), 39-48.
• Font, M. ve Guerrero, L. (2014). Consumer Preference, Behavior and Perception About Meat and Meat Products: An Overview. Meat Science, 98(3), 361–371.
• Gonzalez-Rodríguez, ´ M.R. ve Díaz-Fernandez, ´ M.C. (2020). Customers’ Corporate Social Responsibility Awareness As Antecedent of Repeat Behaviour Intention. Corporate Social Responsibility and Environmental Management, 27(3), 1294–1306.
• Gupta, M. ve Hodges, N. (2013). Corporate Social Responsibility in the Apparel Industry An Exploration of Indian Consumers’ Perceptions and Expectations. Journal of Fashion Marketing and Management, 16(2), 216-233.
• Hao, F., Xiao, Q. ve Chon, K. (2020). Covid-19 and China’s Hotel Industry: Impacts, a Disaster Management Framework, and Post-Pandemic Agenda. International Journal of Hospitality Management, 90(2020), 102636.
• Hassan, S. B. ve Soliman, M. (2021). Covid-19 and Repeat Visitation: Assessing the Role of Destination Social Responsibility, Destination Reputation, Holidaymakers’ Trust and Fear Arousal. Journal of Destination Marketing & Management, 19(2021), 100495.
• He, H. ve Harris, L. (2020). The Impact of Covid-19 Pandemic on Corporate Social Responsibility and Marketing Philosophy. Journal of Business Research, 116 (2020), 176-182.
• Henderson, J. C. (2007). Corporate Social Responsibility and Tourism: Hotel Companies in Phuket, Thailand, After the Indian Ocean Tsunami. Hospitality Management, 26(1), 228-239.
• İçigen, E. T., Çevik, B. ve Doğan, O. (2016). Türkiye’de Faaliyet Gösteren Uluslararası Konaklama İşletmelerinin Sosyal Sorumluluk Uygulamalarının İncelenmesi. Mediterranean Journal of Humanities, 6(2), 299-310.
• İzmir, O. ve Turgut, A. B. (2019). Kurumsal Sosyal Sorumluluk Algısının Satın Alma Niyeti ve Yüksek Fiyat Verme İsteği Üzerindeki Göreli Etkilerinin Tespiti. Global Journal of Economics and Business Studies, 8(15),133-151.
• Jeon, M. M., Lee, S. ve Jeong, M. (2020). Perceived Corporate Social Responsibility and Customers’ Behaviors in the Ridesharing Service Industry. International Journal of Hospitality Management, 84(2020), 102341.
• Kağnıcıoğlu, D. (2007). Endüstri İlişkileri Boyutuyla Sosyal Sorumluluk, Anadolu Üniversitesi İktisadi ve İdari Bilimler Fakültesi Yayınları, No:195, Eskişehir.
• Koç Holding (2020). Koç Topluluğunda Koronavirus Seferberliği. Https://Www.Koc.Com.Tr/Medya-Merkezi/Haberler/2020/Koc-Toplulugunda-Koronavirus- Seferberligi (Erişim Tarihi: 20.03.2022).
• Koçoğlu, C. M. (2018). Yerli Turistlerin Kurumsal İtibar Algılarının Marka Denkliğine Etkisi: Türk Hava Yolları Örneği, Turizm Akademik Dergisi, 5(2), 109-127.
• Kotler, P. ve Lee, N. (2006). Kurumsal Sosyal Sorumluluk (Çev. Sibel Kaçamak), Mediacat, İstanbul.
• Kotler, P., Kartajaya, H. ve Setiawan, I. (2011). Pazarlama 3.0. (Çev. K. Dündar), Optimist Yayın Dagıtım, İstanbul.
• Küçükusta, D., Mak, A. ve Chan, X. (2013). Corporate Social Responsibility Practices in Four and Five-Star Hotels: Perspectives. International Journal of Hospitality Management, 34(2013), 19-30.
• Levy, S.E. ve Park, S.Y. (2011). An Analysis of CSR Activities in the Lodging Industry. Journal of Hospitality and Tourism Management, 18(1), 147–154.
• Mandhachitara, R. ve Poolthong, Y. (2011). A Model of Customer Loyalty and Corporate Social Responsibility. Journal of Services Marketing, 25(2), 122-133.
• Martinez, P. ve Bosque, I. R. (2013). CSR and Customer Loyalty: The Roles of Trust, Customer Identification With the Company and Satisfaction. International Journal of Hospitality Management, 35(2013), 89-99.
• Mirzeyeva, G., Oruç M. C., Gök, D. K. ve Batman, O. (2016). Turizm İşletmelerinde Sosyal Sorumluluk Yaklaşımları: 4 ve 5 Yıldızlı Konaklama İşletmeleri Üzerine Bir Araştırma, Türk Bilim Araştırma Vakfı, 9(4), 23-30.
• Olajide, S. (2014). Corporate Social Responsibility (CSR) Practices and Stakeholders Expectations: The Nigerian Perspectives. Research in Business and Management, 1(2), 13–31.
• Olsen-Becker, K. L., Cudmore, A. B. ve Hill, P. R. (2006). The Impact of Perceived Corporate Social Responsibility on Consumer Behavior. Journal of Busines Research, 59(1), 46-53.
• Onwuegbuzie, A. J. ve Leech, N.L. (2007). A Call For Qualitative Power Analyses. Quality & Quantity, 41, 105-121.
• Öberseder, M., Schlegelmilch, B.B. ve Murphy, P.E. (2013). CSR Practices and Consumer Perceptions. Journal of Business Research, 66(2013), 1839-1851.
• Qiu, S., Jiang, J., Liu, X., Chen, M. ve Yuan, X. (2021). Can Corporate Social Responsibility Protect Firm Value During the COVID-19 Pandemic? International Journal of Hospitality Management, 93(2021), 102759.
• Roggeveen, A. L. ve Sethuraman, R. (2020). How the COVID-19 Pandemic May Change the World of Retailing. Journal of Retailing, 96(2),169-171.
• Shin, H., Sharma, A., Nicolau, J. L. ve Kang, J. (2021). The Impact of Hotel CSR For Strategic Philanthropy on Booking Behavior and Hotel Performance During the COVID-19 Pandemic. Tourism Management, 85(2021), 104322.
• Stanaland, A. J., Lwin, M. O. ve Murphy, P. E. (2011). Consumer Perceptions of the Antecedents and Consequences of Corporate Social Responsibility. Journal of Business Ethics, 102(1), 47-55.
• Supanti, D. ve Butcher, K. (2019). Is Corporate Social Responsibility (CSR) Participation the Pathway to Foster Meaningful Work and Helping Behavior For Millennials? International Journal of Hospitality Management, 77(2019), 8-18.
• Tong, Z., Xie, Y. ve Xiao, H. (2021). Effect of CSR Contribution Timing During COVID-19 Pandemic on Consumers’ Prepayment Purchase Intentions: Evidence From Hospitality Industry in China. International Journal of Hospitality Management, 97(2021), 102997.
• Tuan, L. T., Rajendran, D., Rowley, C. ve Khai, D. C. (2019). Customer Value Co-Creation in the Businessto-Business Tourism Context: The Roles of Corporate Social Responsibility and Customer Empowering Behaviors. Journal of Hospitality and Tourism Management, 39, 137–149.
• Wang, Y., Hong, A., Li, X. ve Gao, J. (2020). Marketing Innovations During A Global Crisis: A Study of China Firms’ Response to COVID-19. Journal of Business Research, 116(2020), 214-220.
• World Health Organization (2022). WHO Coronavirus (Covid-19) Dashboard. https://covid19.who.int/ (Erişim Tarihi: 19.02.2022).
• Wu, W. (2020). After the Anti-Epidemic Battle, the Hotel Group's Large-Scale Brand Output. http://www. Tripvivid.Com/Articles/26594 (Erişim tarihi: 12.03.2022).
• Yıldırım, A. ve Şimşek H. (2008). Sosyal Bilimlerde Nitel Araştırma Yöntemleri, Seçkin Yayıncılık, Ankara.
• Yorulmazer, G. ve Doğan, O. (2017). Turizm İşletmelerindeki Kurumsal Sosyal Sorumluluk Uygulamalarının Satın Alma Niyeti Üzerindeki Etkileri: Turistlere Yönelik Bir Araştırma. Gümüşhane Üniversitesi Sosyal Bilimler Enstitüsü Elektronik Dergisi, 8(21), 49- 75.
• Yu, J., Lee, K. ve Hyun, S. S. (2021). Understanding the Influence of the Perceived Risk of the Coronavirus Disease (COVID-19) on the Post-Traumatic Stress Disorder and Revisit Intention of Hotel Guests. Journal of Hospitality and Tourism Management, 46(2021), 327-335.
• Zhang, J., Xie, C. ve Morrison, A. M. (2021b). The Effect of Corporate Social Responsibility on Hotel Employee Safety Behavior During COVID-19: The Moderation of Belief Restoration and Negative Emotions, Journal of Hospitality and Tourism Management, 46(2021), 233–243.
• Zhang, M., Geng, R., Huang, Y. ve Ren, S. (2021a). Terminator or Accelerator? Lessons From the Peer-To-Peer Accommodation Hosts in China in Responses to COVID-19. International Journal of Hospitality Management, 92(2021), 102760
• Zhong, L., Sun, S., Law, R., Li, X. ve Yang, L. (2022). Perception, Reaction, and Future Development of the Influence of COVID-19 on the Hospitality and Tourism Industry in China. International Journal of Environmental Research and Public Health, 19(2), 1-19.