Corporate social responsibility in tourism hospitality: The case study of Iberostar

Abstract

[eng] The purpose of this thesis is to reflect how Iberostar Group, a key player in the global hospitality industry, adopts its Corporate Social Responsibility policies and if the group is identifying and fulfilling the expectations of their stakeholders. This project is designed to raise awareness of Iberostar’s policies at the local level and to know if the company is considering Mallorca residents in its plans of actions. Iberostar was chosen because is a leading company in Mallorca with a very good reputation all around the world which receives more than 8 million customers per year. The project begins with a theoretical framework of CSR, highlighting the contributions of Archie B. Carroll (1991) and the ‘Pyramid of Corporate Social Responsibility’. The project continues with a description of Iberostar Group and how resident people reacts to the tourist situation in the island, followed by a description of its current Corporate Social Responsibility policies and to who it is addressed. The thesis follows with a review of five of if most highlighted policies and how they implement its lines of actions.