Attitudes and Perceptions of Attitudes and Perceptions of Corporate Social Responsibility Corporate Social Responsibility

(CSR) Along the Hotel Supply Chain (CSR) Along the Hotel Supply Chain in Thailandin Thailand

Presented Sunday, December 19, 2010To AU Doctoral Candidates

BackgroundPinnacle Resorts (PR) has 5 properties throughout Thailand and is involved in a number of CSR initiatives,

in particular

The Youth Leadership Development Foundation

Provides an opportunity for future leaders from the south of Thailand to come to Bangkok and Jomtien for a one week Skill Building camp

The guests are informed via a small brochure of the charge and are given a small souvenir

cup as a souvenir

International hotel guests are automatically charged 1 Euro/per visit.

Over half of the guests ask for the charge to be removed from their bill

(and keep the souvenir).

WhatWhat to measure?

Improve your bottom line (increase sales and lower costs)

55% of Consumers buy a product from a company based on believing it is a good corporate citizen.52% have refused for the same reason.

Build brand, increase loyalty and differentiate product •85% agree that a company that is closely tied to a charity is more trustworthy and respected.

Can CSR initiatives increase satisfaction?

Enhance employee recruitment and retention 91% of employees would prefer to work for a company with a strong commitment to community.

92% of employees want to be involved in their company’s social responsibility in some way.

90% of employees of large companies agreed that “CSR increases my motivation and loyalty”

(2006 Globescan)

ROI

Methology*Question? How can I stay away from statistics as much as

possible

Supplier Focus Groups

Customer Surveys

Managing Director’s In-depth Interviews

Marketing

Studies have focused on the supply side of tourism. Other studies have focused on customer perceptions.

This study will examine CSR initiative(s) along the Supply Chain

Research Timeline

May June July August Sept Oct Nov Dec Jan Feb March April May

2010 2011

May June July August Sept Oct Nov Dec Jan Feb March April May June July August Sept Oct Nov Dec Jan Feb March April May June July August Sept Oct Nov Dec Jan Feb March April May

Modify the YLDF strategy

Data Analysis

Prepare Research Proposal

2009 2010 2011 2112

2nd InterviewManagers, employees and Supply Chain

Analyze

Write it up!

Collect Survey Data

PhD Course Work

Business Ethics MagazineList of 100 Best Corporate Citizens (only publicly traded companies)

No Lodging Companies On This List

3 Restaurant Companies Listed

1 Airline Listed

*No Other Firm From T&T Listed

Question, Comments, Suggestions and Ideas are

Appreciated!!