Name: Jeth A. Mahusay Instructor: Ms.

Anna Mae Magbanua,

CPA

Course and Year: BSA-3 Subject: Accounting Research Methods

Case Analysis

Hyatt Hotels: Developing an Integrated CSR Strategy

Introduction

In the tourism sector, corporate social responsibility (CSR) has

increasingly become an issue for many enterprises. CSR systems have been
adopted by a significant number of businesses to pursue economic and
environmental win-win conditions while behaving in a socially conscious way
(Jeou-Shyan, Hsuan & Chang-Yen., 2018).

Increased tourism supports local economies by generating more

income and job opportunities as interest in the place increases, according to
Lipika (2016). However, it becomes imperative that they adopt socially
conscious procedures as the hospitality and travel industry continues to
expand and evolve. Hospitality and Tourism Sector Corporate Social
Responsibility addresses problems and obstacles faced by companies
promoting ethical business practices in the transport, accommodation,
recreation and hospitality sectors. This publication is a critical outlet for
decision makers, scholars, analysts, educators, technology entrepreneurs,
and government officials involved in evolving ethical and moral practices
within the travel industry, including best practices and analytical frameworks
on promoting local economies, ethical procurement of natural products, and
sustainability procedures.

One of the world's largest travel and tourism industries is Hyatt Hotels
Corporations, also known as Hyatt Hotels and Resorts, an American
international hospitality company founded in Chicago, United States, in
1957, which operates and franchises luxury and business hotels, resorts and
holiday properties. It is a family-built enterprise and it's a workplace where
colleagues become friends. Hyatt leaders collaborated with BSR to create a
plan that links company priorities and strategies with corporate social
responsibility.
Aims

The growth of the tourism industry relies on a calm, tourist-friendly

atmosphere for destinations. Beirman (2003) described health conditions
that impact tourism destinations as a key cause for the destination crisis. In
addition, according to Lepp and Gibson (2003), the main risk factor for the
development of destination tourism is severely dangerous. There are
problems with health and crime. Global threats and issues were identified by
the International Society of Hospitality Consultants (ISHC), where rising
global protection and security insecurity took precedence.

If the Hyatt Organization coordinated with the BSR, they sought to get
a positive result in the "Hyatt Thrive" neighborhoods with their corporate
social responsibility platform, the CSR vision of the company in which the
key goal of the Hyatt Thrive is to develop a strong society and encourage
sustainable activities, working to create an atmosphere in which people
thrive. In addition, Hyatt has more resources and obligations to expand and
build more purposeful services or networks and to protect our community for
decades to come. The health issues really impact the hospitality sector and
this is something they need to emphasize more or their attention, when the
Hyatt company runs a business hotels, resorts and holiday facilities, they
should have stringent or acceptable standards to be followed by the visitor
for their protection and properly maintain their facilities so having a
healthier atmosphere can draw more visitors and win. Pearson (2002)
observed that any tourism destination organization will not survive the crisis
without well-planned risk or crisis management. Organizations should make
serious attempts to control their risks. To make successful planning, the way
for the tourism destination to minimize emergencies is smashing up.
Towering concern for any company involved in the tourism industry should
be taken to the region.

Methods

In tourism, Corporate Social Responsibility (CSR) can be defined as a

driving business strategy through which tourism businesses implement social
and environmental issues in their own business goal, policies and activities
as well as in their engagement with their stakeholders. As organizations are
part of a larger community, it is important to preserve social credibility and
financial accountability over the long term to meet the needs of
stakeholders. Based on the individual features of the organization and their
understanding of their social obligations, there are numerous mechanisms
and recommendations available for incorporating CSR into the policy of a
company. Today, CSR is seen as a multi-stakeholder policy in which
stakeholders are not only beneficiaries but also collaborators in the
development and implementation of CSR strategies. The idea of CSR has
been a core part of the plans of tourism firms. The main issues in the
policies of multinational tourism companies are environmental conservation,
equal labor practices for workers and contributing to the health of local
communities (Dagmar, 2015).

The Hyatt Hotel Companies use questions and insights from interviews
as their tools to collect more detailed knowledge on the company's corporate
social responsibility. First, perform an interview with their staff, second,
interview with several corporate officers of numerous industries, lastly,
interview with individuals living in a certain area in Asia, Europe, the Middle
East and the United States since the Hyatt Corporation has its own branch
all over the globe. Through that, it has a successful approach or findings in
which they have collected more evidence to be evaluated as their base that
came from various nations.

Results

Tourism has a huge effect on our world in such a way that it can
create employment and boost the prosperity of a region, and this is why
many developed countries are keen to expand tourism so that they can
become wealthier and improve the quality of life of their people.

Haytt Hotels and Resorts introduce and build the company's CSR
platform, which is the "Hyatt Thrive" after executing the methods, a solid,
realistic view of corporate social responsibility reflecting the company
mission under which it develops a global CSR structure with a shared vision
and strategic emphasis that can be conveniently applied locally and its key
objective is to assist the company.

Therefore, the hospitality sector is very much informed by what the

world is doing, they should develop a long-term approach for the benefits of
everyone, and that's what the Hyatt Hotels Company accomplishes in
enhancing their systems of corporate social responsibility that tackles the
numerous concerns impacting the travel and tourism industry.
Discussions

A safe and clean atmosphere that can draw visitors to enter the
hospitality sector is amazing. In addition, in order to establish a strong
relationship with its loyal clients or to provide economic, social and
environmental benefits, every business needs to have its own corporate
social responsibility. According to Hassan (2000), the growth of tourism was
therefore based on a first-rate sustainable climate. The ecological reliability
of the socio-economic system, natural resources and cultural heritage should
be illustrated in the future patterns in tourism marketing. Sustainable
tourism would provide the destination and the global economy with
tremendous financial feedback.

When Hyatt Hotel Companies introduce their Hyatt CSR platform,

which means "prosperous communities, places where we are proud to work,
our neighbors want to live, and our guests want to visit," this platform
focuses on four pillars: education and personal growth, wellness and well-
being, protection of the environment, and sustainable prosperity and
investment. In addition, by providing more income and job opportunities as
interest in the location increases, a growth in tourism will support local
economies, and that's what the Hyatt Companies' CSR was accomplished
based on their platform involves the human trafficking problem in which
Hyatt can create more hotels or buildings to help those people who are
unemployed and reduce poverty. And with that, our economy will become
progressive and reduce the problem of human trafficking.

Recommendation

 Implementing medical health in the hospitality sector to fix the

problem of health.
 They should hold more workshops across the globe to recognize the
challenges of the tourism business internationally.
 Build additional services to support unemployed persons and reduce
hunger.
 More corporate social management activities that would strengthen
the value of a safe community should be created and strengthened.
References

 Lepp, A., & H. Gibson, “Tourist Roles, Perceived Risk and International
Tourism”, Annals of Tourism Research, 30(3),606–624

 Hossain, M. A. & Nazmin, S., (2006) “Development of Tourism

Industry in Bangladesh- an empirical study on its problems and
prospects” Centre for Tourism and Hotel management Research, Ga-1,
Rashedul Hasan Bhaban, University of Dhaka, and
o Dhaka
 Beirman, D., (2003). Restoring Tourism Destination in Crisis: A
Strategic Management Approach, Allen & Unwin, Crow’s Nest,
Australia.

 Dagmar, L. D., (2015). Corporate Social Responsibility and Tourism. In

Education for Sustainability in Tourism - A Handbook of
Processes, Resources, and Strategies. Moscardo, P. & Benckendorff,
G. (Eds.). Berlin: Springer, p. 59 - 73
 Horng, J. S., Hsu, H., & Tsai, C. Y. (2018). An assessment model of
corporate social responsibility practice in the tourism industry. Journal
of Sustainable Tourism, 26 (7), 1085-1104
 Guliani, L. K., (Ed). (2016). Corporate social responsibility in the
hospitality and tourism industry. IGI Global.