Corporate Social Responsibility among Hotels in Ilocos Region

International Journal of Research Studies in Management
Tourism Educators and Movers of the Philippines Special Issue
2022 Volume 10 Issue 4

Available Online: 9 September 2022

Author/s:

Bolong, Daniel III
Lyceum of the Philippines University Batangas, Philippines (jbbolong@me.com)

Felicen, Sevillia S.*
Lyceum of the Philippines University Batangas, Philippines (ssfelicen@lpubatangas.edu.ph)

Abstract:

This study aimed to determine the profile of the guests in terms of the present profile of the customer/guests sex, age, nationality, reason for travel and frequency of visit; determine the level of application of internal corporate social responsibility by the hotels in terms of eco-friendly initiative, community service and charitable contributions; test the significant difference on the assessment of hotel image when group according to profile variables; test the significant relationship between hotel image and corporate social responsibility; and proposed a framework based from perceived value of guests to improve the corporate social responsibility for hotels in Ilocos Region. This research used descriptive method, utilized adapted questionnaires which was distributed to 385 resort/ hotel guests in the province. According to the result, majority of the guests were dominated by male, belongs to GenX, local guests, who are visiting the family once a year. The level of application of internal corporate social responsibility by the hotels in terms of eco-friendly initiative, community service and charitable contributions are considered by the guests as very valuable. It was found out that Significant difference on customers responses to internal corporate social responsibility when grouped according to sex with males who have significant higher response, age where GenX have significant higher response, nationality where local guests have higher significant responses however, as to public relations foreign guests were identified to have significant higher response, as to reason for travel where local guests have significant higher response who frequently visits the family and religious activities once a year.

Keywords: corporate social responsibility, charitable contribution, Ilocos region

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DOI: https://doi.org/10.5861/ijrsm.2022.46

Cite this article:
Bolong, D., III, & Felicen, S. S. (2022). Corporate Social Responsibility among Hotels in Ilocos Region. International Journal of Research Studies in Management, 10(4), 71-81. https://doi.org/10.5861/ijrsm.2022.46

*Corresponding Author