Doing Well by Doing Good: The Evolution of Corporate Social Responsibility in the Hotel Sector (UUM Press)

Book excerpt: In the fast-paced world of hospitality, the concept of Corporate Social Responsibility (CSR) has evolved significantly over the years. Professor Dr. Azilah Kasim, a renowned expert in the field, takes us on a captivating journey through the evolution of CSR in the hotel sector, from her early days as a PhD student to her groundbreaking research today. At the heart of her talk is the exploration of what CSR truly means and the challenges of linking it to the tourism industry. In the past, hotels struggled to understand how their operations could align with CSR principles. However, Professor Kasim sheds light on the changing landscape and the increasing emphasis on environmental responsibility within the hotel sector. But it doesn’t stop there. The talk takes an exciting turn as it delves into the shifting expectations for hotels to focus on social responsibility. Professor Kasim shares her team’s groundbreaking research on the critical success factors of community-related CSR in hotels. This research not only provides valuable insights into the industry but also offers practical solutions for hotels looking to make a positive impact on the communities they serve. Professor Kasim’s talk is a testament to the transformative power of research and the potential for hotels to be agents of change. It challenges our understanding of CSR in the hotel sector, encouraging us to rethink our approach and embrace a more sustainable and socially responsible future.