Corporate social responsibility in tourism and hospitality: greenwashing 2014-05-05آ  greenwashing...

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  • @xavierfont

    Corporate social

    responsibility in tourism and

    hospitality: greenwashing or

    marketing advantage?

    Dr Xavier Font Leeds Metropolitan University

  • @xavierfont

    Hotels- CSR disclosure only

    C O

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    G A

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    TR A

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    EN C

    Y

    Total (0-100) Rankin

    g

    ACCOR 72 79 73 100 95 94 86 1º

    BARCELÓ 43 50 45 70 62 82 58 7º

    CARLSON 56 79 76 74 82 65 74 5º

    HILTON 53 35 46 82 35 68 54 8º

    IBEROSTAR 21 3 47 50 50 61 38 9º

    INTERCONTINENTAL 59 82 77 91 66 96 80 3º

    MARRIOTT 50 65 83 98 81 96 81 2º

    RIU 0 0 18 70 29 12 27 10º

    SOL MELIÁ 61 68 83 94 59 100 79 4º

    STARWOOD 54 79 50 95 56 78 71 6º

    Average per section 46.9 54 59.8 82.4 61.5 75.2 64.8

  • @xavierfont

    Disclosure/performance gap

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    Total (0-100) Rankin

    g

    ACCOR 2 0 10 8 21 0 7 3º

    BARCELÓ 2 0 1 15 16 0 5 1º

    CARLSON 6 2 8 9 28 0 11 5º

    HILTON 5 8 7 29 13 0 11 6º

    IBEROSTAR 1 0 11 12 10 0 5 2º

    INTERCONTINENTAL 7 0 11 34 27 0 15 8º

    MARRIOTT 3 0 8 35 30 0 15 9º

    RIU 0 0 4 69 19 0 21 10º

    SOL MELIÁ 3 1 21 23 13 0 12 7º

    STARWOOD 5 0 4 14 19 0 9 4º

    Average per section 3.4 1.1 8.5 24.8 19.6 0 11.1

  • @xavierfont

    Disclosure weighted by performance

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    IE S

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    Y

    Total (0-100) Ranking

    ACCOR 70 79 63 92 74 94 79 1º

    BARCELÓ 41 50 44 55 46 82 53 7º

    CARLSON 50 77 68 65 54 65 63 5º

    HILTON 48 27 39 53 22 68 43 8º

    IBEROSTAR 20 3 36 38 40 61 33 9º

    INTERCONTINENTAL 52 82 66 57 39 96 65 4º

    MARRIOTT 47 65 75 63 51 96 66 3º

    RIU 0 0 14 1 10 12 6 10º

    SOL MELIÁ 58 67 62 71 46 100 67 2º

    STARWOOD 49 79 46 81 37 78 62 6º

    Average per section 44 53 51 58 42 75 54

  • @xavierfont

    Category (number of indicators)

    A L L (

    2 9

    )

    G R

    O U

    P 1

    ( 1

    1 )

    G R

    O U

    P 2

    ( 1

    8 )

    TOTAL 16 39 3

    ENVIRONMENT: TOTAL (84) 18 42 3

    SOFT DISCLOSURE (13) 24 51 8

    HARD DISCLOSURE (71) 17 41 3

    MANAGEMENT (37) 20 43 6

    PERFORMANCE (47) 16 41 1

    A1 Governance structure and management systems 29 66 6

    A2 Credibility 19 35 9

    A3 Environmental Performance Indicators 16 41 1

    Materials 0 0 0

    Water 24 64 0

    Biodiversity 0 0 0

    Emissions, effluents and waste 19 48 1

    Products and services 21 45 6

    A4 Environmental financial indicators 5 14 0

    A5 Vision and strategy claims 35 68 15

    A6 Environmental Profile 16 39 2

    A7 Environmental Initiatives 14 34 1

  • @xavierfont

    Category (number of indicators)

    A L L

    ( 2

    9 )

    G R

    O U

    P 1

    ( 1

    1 )

    G R

    O U

    P 2

    ( 1

    8 )

    TOTAL 16 39 3

    SOCIO-ECONOMIC: TOTAL (110) 14 34 2

    SOFT DISCLOSURE (23) 13 31 3

    HARD DISCLOSURE (87) 14 34 1

    MANAGEMENT (61) 13 30 3

    PERFORMANCE (49) 15 38 0

    B1 Governance structure and management systems 16 39 1

    B2 Credibility 17 36 6

    B3 Key Social Indicators 13 33 1

    Labour and decent work 18 48 0

    Human rights 8 22 0

    Society 9 22 2

    Product responsibility 9 23 1

    B4 Social spending 0 0 0

    B5 Vision and strategy claims 31 68 8

    B6 Social profile 12 27 2

    C1 Economic indicators 6 16 1

    Economic performance 5 12 0

    Economic impact on destinations 7 18 1

  • @xavierfont

    Environmental hard/soft

    -10

    0

    10

    20

    30

    40

    50

    60

    70

    80

    90

    Environm soft

    Environm hard

    Total score

  • @xavierfont

    TIES Guideline 1 _

    S o c E n

    t

    2 _

    S o c E n

    t

    3 _

    C o m

    / C

    h a r

    4 _

    S o c E n

    t

    5 _

    C o m

    6 _

    N G

    O

    7 _

    C o m

    / C

    h a r

    8 _

    C o m

    A

    v e r a g

    e

    ( m

    a x +

    1 0

    , m

    in

    -1 0

    )

    Sustainable Management Local Community First 7 5 4 3 2 2 -3 -4 2.0

    Lasting Impact 6 1 6 4 4 2 1 -1 2.9

    Selecting and Working with Volunteers

    Appropriate match 5 0 0 0 1 1 -2 -3 0.3

    Clear goals & objectives 4 1 2 3 1 1 1 -1 1.5

    Special needs 1 0 0 0 0 0 0 0 0.1

    Alternative ways to

    contribute 0 4 1 0 0 0 1 1 0.9

    Defining Success & Measuring Impact Inappropriate behaviour 0 0 0 0 1 0 0 0 0.1

    Transparency in Financial Reporting Money per trip 5 2 0 0 0 0 0 -1 0.8

    Donations 4 2 1 1 0 0 0 0 1.0

    Transparency in Non-Financial

    Reporting

    Impacts 2 1 1 0 1 1 0 0 0.8

    Needs Assessments 1 0 0 0 0 0 0 0 0.1

    Show values 1 1 3 3 3 4 0 3 2.3

    Managing Social and Economic Impacts Working with locals 2 4 1 3 0 2 3 -1 1.8

    Sexual exploitation 0 0 0 0 0 0 3 0 0.4

    Background checks 2 -2 0 0 3 0 1 0 0.5

    Interacting with children 0 -2 0 0 -2 0 -1 0 -0.6

    Supporting Biodiversity & Heritage

    Local conservation 5 3 2 2 5 3 3 2 3.1

    Respect heritage 1 1 0 0 0 0 1 1 0.5

    Respect wildlife 0 2 2 1 1 2 2 1 1.4

    (max +390, min -390 ) Aggregate 46 23 23 20 20 18 10 -3 19.6

  • @xavierfont

    Responsibility per company

    1 _

    S o

    c E n

    t

    2 _

    S o c E n

    t

    3 _

    C o m

    / C

    h a r

    4 _

    S o

    c E n

    t

    5 _

    C o m

    6 _

    N G

    O

    7 _

    C o m

    / C

    h a r

    8 _

    C o m

    A v e r a g

    e

    ( m

    a x +

    3 8

    , m

    in

    -3 8

    )

    Home page 5 3 2 0 1 4 0 -2 1.6

    RT policy 12 7 8 4 3 4 5 2 5.6

    Americas

    (conservation) 8 7 7 7 7 5 5 -2 5.5

    Asia (community) 10 5 2 4 4 3 -1 1 3.5

    Africa (childcare) 11 1 4 5 5 2 -1 -2 3.1

    Aggregate 46 23 23 20 20 18 10 -3 19.6

    (max +390, min -390)

    Average price per day £48 £19 £72 £57 £48 £47 £80 £87 £57

  • @xavierfont

    Conservation Central/South America Responsibility vs Price

    7_Com/Char

    4_SocEnt

    5_Com 3_Com/Char

    2_SocEnt

    8_Com

    6_NGO

    -4

    -2

    0

    2

    4

    6

    8

    10

    £0 £200 £400 £600 £800 £1,000 £1,200 £1,400 £1,600

    R e s p

    o n

    s ib

    il it

    y

    Total Price

    1_SocEnt

  • @xavierfont

    Community Development Asia Responsibility v Price

    7_Com/Char

    1_SocEnt

    2_SocEnt 8_Com

    6_NGO

    4_SocEnt

    -2

    0

    2

    4

    6

    8

    10

    12

    £0 £200 £400 £600 £800 £1,000 £1,200 £1,400

    R e s p

    o n

    s ib

    il it

    y

    Total Price

    5_Com

    3_Com/Char

  • @xavierfont

    Childcare Africa Responsibility v Price

    7_Com/Char

    4_SocEnt

    1_SocEnt

    5_Com

    3_Com/Char

    2_SocEnt

    8_Com

    6_NGO

    -5

    -3

    -1

    1

    3

    5

    7

    9

    11

    13

    £0 £500 £1,000 £1,500 £2,000

    C h

    il d

    c a r e i

    n A

    fr ic

    a P

    a g

    e

    Total Pr