Examining the Role of Corporate Social Responsibility in Shaping Organizational Reputation in the Hospitality Industry
Keywords:
Corporate Social Responsibility, Organizational Reputation, Hospitality Industry, Qualitative Study, Stakeholder Perception, CSR Strategy, Reputation ManagementAbstract
This study aims to explore how Corporate Social Responsibility (CSR) practices contribute to shaping and enhancing organizational reputation in the hospitality industry from the perspective of managerial stakeholders. A qualitative research design was employed to capture in-depth insights into CSR strategies and their reputational implications. Data were collected through semi-structured interviews with 14 hospitality professionals—including managers, CSR coordinators, and marketing executives—working in hotels and tourism service providers in Tehran, Iran. Participants were selected using purposive sampling based on their direct involvement in CSR planning or implementation. Interviews continued until theoretical saturation was reached. All interviews were transcribed and analyzed using thematic analysis supported by NVivo software, following an iterative coding process that led to the emergence of key themes and subthemes. Three major themes were identified: (1) Strategic Orientation of CSR, including subthemes such as CSR as a branding tool, market-driven CSR, and organizational alignment; (2) Perceived Impact on Organizational Reputation, encompassing enhanced public perception, trust-building, internal employee pride, and media recognition; and (3) Challenges and Barriers to Implementation, such as resource constraints, cultural resistance, inconsistent policies, and lack of regulatory support. Participants consistently emphasized the dual role of CSR as a proactive branding strategy and a reputational safeguard in times of crisis. Findings reveal that when CSR is integrated across departments and aligned with core values, it fosters stakeholder trust and long-term brand loyalty. CSR is a dynamic and strategic tool for enhancing reputation in the hospitality sector, particularly when it is authentic, stakeholder-oriented, and consistently communicated. However, its effectiveness depends on overcoming internal and external implementation barriers and aligning initiatives with both market expectations and organizational identity.
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