Corporate social responsibility practices in the hospitality sector : a comparative case study

Abstract

Purpose – The purpose of this study is to compare corporate social responsibility practices between five different sectors under the hospitality industry; beverage, nuts and oil, casual dining, hotel and fast casual across rural, urban and secondary areas. Design / methodology / approach – This research is qualitative by nature. A comparative case study methodology was adopted using semi-structured interviews with 32 targeted firms under different sectors of the hospitality industry in different Lebanese areas. The design of the interview guide was derived from the ISO framework of sustainability. Concerned parties from top management, marketing, human resources and other departments were interviewed to gather needed data. Findings – CSR practices are differing from one sector to another under the Lebanese hospitality industry across rural, secondary and urban areas. Most of the firms, regardless of the sector or region classification, are starting to acknowledge the importance of sustainability in operations but practices are differing given several factors such as budgeting, awareness levels and support. Research limitations / implications – The limitation of this research is the sample size given the nature of the methodology (comparative case studies). Further future researches are possible through the inclusion of quantitative techniques to ensure data triangulation from concerned employees and even customers. Practical implications – Firms in this industry and even other sectors were recommended to include formal corporate social responsibility reporting techniques and targets in order to implement efficiently and effectively sustainability practices in their operations. Originality / Value – The originality of this study lies in the industry chosen itself and the various sectors targeted since few CSR researches were made in this context. No geographical segmentation were included in any previous research under the Lebanese hospitality industry.