5th International Conference on Tourism and Hospitality Management
Auf der „5th International Conference on Tourism and Hospitality Management“ sind erneut zwei Professoren der SRH Hochschule Berlin am Campus Dresden mit Beiträgen vertreten: Prof. Dr. R. Baierl wird anknüpfend an seinen...
Prof. Dr. R. Baierl wird anknüpfend an seinen vorjährigen Beitrag sein aktuelles Forschungsprojekt „The Lowest Price Is Not Enough! An Empirical Analysis of Special Offers in International Hotel Markets“ präsentieren. Das Besondere an diesem Projekt ist, dass die Datenstrukturierung und Erhebung seiner Vorlesung „Qualitative und Quantitative Forschung“ im ersten Fachsemester der Studierenden in unserem Studiengang Internationales Hotelmanagement am Campus Dresden entstammt.
Prof. Dr. M. Straub stellt sein Forschungsvorhaben “ Change the Perspective! - Successful and Efficient Corporate Social Responsibility Reporting in the Hospitality Industry” vor, welches sich der Kommunikation von Corporate Social Responsibility in der Hotellerie widmet.
Die Konferenz findet vom 5. bis 7. Juni am renommierten Tourism Research Institute der A.DE.T.T.E. (Action for the Development of Tourism and Tourist Education) statt.
Hier die Inhalte der Abstracts im Überblick:
Abstract Prof. Dr. Ronny Baierl
Special offers earn growing interest in the international hospitality industry. As an example, HRS Deals enlarged the application area from national to international contexts. However, consequences of such special offers are still underresearched. Besides first insights from an empirical study with a sample of about 100 German hotels presented in 2014, only few research on that interesting and timely topic is available. Therefore, we carefully collected data on 339 international hotels that participated in a special offer between August 2013 and November 2014. Our efforts in collecting this data were twofold. First of all, we collected variables that are available from the respective special offer (e.g., discount, number of stars, evaluation). Moreover, we complemented this data with information gathered via an intense Internet inquiry (e.g., distance to main station, number of inhabitants of the respective town).
Abstract Prof. Dr. Matthias Straub
The reporting of Corporate Social Responsibility (CSR) in hotels plays a crucial role in the assessment of their sustainability activities. Research shows, that if the CSR commitment of hotels is interpreted by guests as a real public interest, CSR has a positive impact on brand evaluation as well as on guest satisfaction. However, the sustainability efforts of hotels are often perceived as pure self-interest and the charge of greenwashing is in the air. Thus, standards in CSR reporting are urgently required. In hospitality so far, neither guidelines for CSR reporting nor third party monitoring organizations exist so far. This paper presents a six-step framework encouraging bilateral sustainability communication in the hotel industry. The common method to proclaim sustainability via reports or websites is typically one-directional from the hotel to the guest (typically referred to as signalling approach). In the long run, this is not enough. Thus, the other direction (typically referred to as screening approach), should particularly be considered as well. Screening is achieved through the use of user generated content (UGC) and electronic word of mouth (eWOM) via evaluation platforms, which nowadays enjoy wide acceptance by guests. In the presented framework, CSR reporting and CSR rating are outsourced to the guest and the corresponding crowd. This procedure includes several advantages for hotels. First, the efforts and costs of CSR reporting are reduced. Second, the general public is used as a third-party control mechanism for the CSR reporting (typically referred to as monitoring approach). Finally, following this monitoring aspect, the perceived credibility of the CSR reporting in turn will be higher.