Analiza implementacije društvene odgovornosti u poslovanju usporedbom hrvatskih turističkih poduzeća

master's thesis

• Title (english): Analysis of the implementation of social responsibility in business by comparison of Croatian tourist companies
• Author: Ante Kožulj
• Mentor: Mislav Ante Omazić (mentor)
• Committee member: Ingeborg Matečić (predsjednik povjerenstva)
• Committee member: Rebeka Danijela Vlahov Golomejić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Tourism); Zagreb
• Defense date and country: 2024-09-20, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Trade and Tourism

Abstract

Društveno odgovorno poslovanje predstavlja relativno nov koncept koji podrazumijeva usklađivanje poslovanja poduzeća s potrebama društva. Društvena odgovornost bavi se društvenim pitanjima i pitanjima zaštite okoliša. Poduzeća pridaju veliku pozornost implementaciji društvene odgovornosti u svoje poslovanje te ona predstavlja važan dio poslovne strategije poduzeća. Uzimajući u obzir specifičnosti turizma, društveno odgovorno poslovanje u turističkim poduzećima ima poseban značaj. Ono je definirano različitim formalnim i neformalnim standardima i zakonima koji obvezuju i usmjeravaju poduzeća u pogledu održivog i odgovornog poslovanja. Turistička poduzeća ostvaruju brojne prednosti primjenom koncepta društvene odgovornosti te na taj način ostvaruju bolje poslovne rezultate. Valamar i Maistra su jedna od vodećih turističkih poduzeća u Hrvatskoj opredijeljena za luksuzni segment turističke ponude. Oba poduzeća usmjerena su na povećanje kvalitete turističke ponude putem intenzivnih investicija kako bi postigla konkurentsku prednost i zauzela što bolju poziciju na turističkom tržištu. Poduzeća Valamar i Maistra prepoznala su važnost implementacije društvene odgovornosti u poslovanju. Njihove društveno odgovorne vrijednosti sadržane su u politikama društveno odgovornog poslovanja, putem kojih definiraju svoja pravila i odnos prema svim ključnim pitanjima te provode društveno odgovorne aktivnosti. Za svoj doprinos u ovom području promatrana poduzeća osvojila su mnoge nagrade i priznanja te poboljšala svoj imidž. Kako bi se utvrdila uspješnost društveno odgovornog poslovanja u promatrana dva poduzeća, dan je kritički osvrt na implementaciju društvene odgovornosti. Naposljetku, utvrđena su ograničenja korištene metode kako bi se razjasnio doprinos, ali i nedostaci istraživanja.

Abstract (english)

Corporate social responsibility is a relatively new concept that involves aligning the company's operations with the needs of society. Social responsibility deals with social issues and environmental issues. Companies pay great attention to the implementation of social responsibility in their business, and it is an important part of the company's business strategy. Taking into account the specifics of tourism, socially responsible business in tourism companies has a special significance. It is defined by various formal and informal standards and laws that bind and guide companies in terms of sustainable and responsible business. Tourist companies achieve numerous advantages by applying the concept of social responsibility and thus achieve better business results. Both Valamar and Maistra are one of the leading tourist companies in Croatia committed to the luxury segment of the tourist supply. Both companies are focused on increasing the quality of the tourist offer through intensive investments in order to achieve a competitive advantage and take the best possible position in the tourist market. Valamar and Maistra have recognized the importance of implementing social responsibility in business. Their socially responsible values are contained in socially responsible business policies, through which they define their rules and attitudes towards all key issues and carry out socially responsible activities. For their contribution in this area, the observed companies have won many awards and recognitions and improved their image. In order to determine the success of socially responsible business in the observed two companies, a critical review of the implementation of social responsibility was given. Finally, limitations of the method used were identified to clarify the contribution but also the shortcomings of the research.

• Keywords: društvena odgovornost; društveno odgovorno poslovanje; održivost; turizam; turistička poduzeća
• Keywords (english): social responsibility; socially responsible business; sustainability; tourism; tourism companies
• Language: croatian
• URN:NBN: urn:nbn:hr:148:264407
• Study programme: Title: Business economics; Study programme type: university; Study level: integrated undergraduate and graduate; Academic / professional title: sveučilišni magistar ekonomije/sveučilišna magistra ekonomije (sveučilišni magistar ekonomije/sveučilišna magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2024-09-23 20:57:55