Društvena odgovornost hotelskih poduzeća u Republici Hrvatskoj

master's thesis

• Title (english): Corporate social responsibility of hotel companies in Republic of Croatia
• Author: Tomislav Vrgoč
• Mentor: Mislav Ante Omazić (mentor); MBZ: 246615
• Committee member: Rebeka Danijela Vlahov Golomejić (predsjednik povjerenstva)
• Committee member: Josip Mikulić (član povjerenstva)
• Committee member: Mislav Ante Omazić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Economics and Business; (Department of Organization and Management); Zagreb
• Defense date and country: 2022-03-21, Croatia
• Scientific / art field, discipline and subdiscipline: SOCIAL SCIENCES; Economics; Organization and Management

Abstract

Društveno odgovorno poslovanje nije nov pojam u ekonomskom svijetu jer se na određeni način koristi već stoljećima. Primjena koncepta društveno odgovornog poslovanja postaje poželjna sastavnica poslovne strategije i jedna od ključnih tema tržišno orijentiranih poduzeća. Društvena odgovornost poduzeća doprinosi poboljšanju kvalitete života svih sudionika u procesu i održivom gospodarskom razvoju. Društveno odgovorno poslovanje u turizmu fokusira se na načine korištenja prirodnih i kulturnih dobara, zaštite okoliša, kulturnog naslijeđa i pitanja biološke održivosti. Koncept podržava pravedan i odgovoran odnos prema zaposlenicima, potrošačima i dobavljačima. Na pozitivan se način odnosi prema korištenju lokalnih proizvoda i usluga i potiče veću suradnju s lokalnom zajednicom kako bi došlo do veće kvalitete života za lokalno stanovništvo. Rad svoju pažnju stavlja na društveno odgovorno poslovanje u hrvatskim hotelima gdje postoje velike razlike u stupnju razvoja i strateškom pristupu pitanju društvenog poslovanja poduzeća u turističkoj djelatnosti. Dok veliki hotelski sustavi već godinama razvijaju i unaprijed planiraju razvoj društveno odgovornog poslovanja i daju mu na sve većoj važnosti, mali obiteljski hoteli i privatni iznajmljivači sramežljivo slijede taj trend u većoj ili manjoj mjeri. No kod njih se ne radi o pomno isplaniranim strategijama već okolnostima poslovanja i odlukama koja se donose na dnevnoj bazi. Rad će najveću pažnju posvetiti odlikama društveno odgovornog poslovanja u malom obiteljskom hotelu „Đakovo“. Anketiranjem zaposlenika doći će se do odgovora o njihovom poznavanju samom pojma društveno odgovornog poslovanja i njihove važnosti na poslovanja hotela u sadašnjosti i budućnosti. Navesti će se i određene mjere za poboljšanje društveno odgovornog poslovanja u hotelu i mogući financijski aspekti takvih mjera.

Abstract (english)

Socially responsible business is not a new term in the economic world because it has been used in a certain way for centuries. Today the issue of business in a socially responsible way becomes a key issue in companies that operate on a market, and social responsibility becomes a desirable form of business strategy in the company's development. In addition to contributing to improving the quality of life of stakeholders, social responsibility contributes to sustainable economic development. Corporate social responsibility in tourism focuses on ways of using natural and cultural assets, environmental protection, cultural heritage and issues of biological sustainability. The concept supports a fair and responsible attitude towards employees, consumers and suppliers. It treats the use of local products and services in a positive way and encourages greater cooperation with the local community in order to achieve a higher quality of life for the local population.
Working its focus on socially responsible business in Croatian hotels where there are big differences in the degree of development and strategic approach to the issue of corporate social business in tourism. While large hotel systems have been developing and anticipating the development of corporate social responsibility for years, and they are becoming increasingly important, small family hotels and private renters shyily follow this trend to a greater or lesser extent. But they are not about carefully planned strategies, but about business circumstances and decisions that are made on a daily basis.
The greatest attention will be paid to the characteristics of socially responsible business in the small family hotel “Đakovo”. By polling the employees, they will come up with a response to their knowledge of the corporate social responsibility concept itself and their importance to the hotel business in the present and the future. Certain measures will also be introduced to improve socially responsible business operations at the hotel “Đakovo” and possible financial aspects of such measures.

• Keywords: društveno odgovorno poslovanje; turizam; održivi razvoj turističke djelatnosti
• Keywords (english): corporate social responsibility; tourism; sustainable development of tourism
• Language: croatian
• URN:NBN: urn:nbn:hr:148:555121
• Study programme: Title: Economics; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Access restricted to students and staff of home institution
• Created on: 2022-04-04 14:30:33