КОРПОРАТИВНА СОЦИАЛНА ОТГОВОРНОСТ НА ХОТЕЛИТЕ В БЪЛГАРИЯ: Е ЛИ ТЯ ИНСТРУМЕНТ ЗА ИНТЕРНЕТ МАРКЕТИНГ?
CORPORATE SOCIAL RESPONSIBILITY OF THE HOTELS IN BULGARIA: IS IT AN INSTRUMENT FOR ONLINE MARKETING?
Subject(s): Economy, National Economy, Marketing / Advertising, Tourism
Published by: Бургаски свободен университет
Keywords: corporate social responsibility; indicators for socially responsible behavior; online „reporting”; hotel web marketing
Summary/Abstract: The paper explores the reporting of social responsible activities of the hotels in Bulgaria and examines if there is a relation between the online „reported” social responsibility and the consumer assessment of the hotels in the reservation system booking.com. A модел of 5 indicators for CSR „reporting” (Holcomb, Upchurch & Okumus, 2007) is extended and implemented for the purposes of the study which is based on content-analysis of 130 hotel websites. The paper contains conclusions about the state of the CSR online “reporting” of the Bulgarian hotels and suggestions about better usage of it for hotel online marketing.
- Issue Year: 2014
- Issue No: VIII
- Page Range: 117-126
- Page Count: 10
- Language: Bulgarian