CSR Assessment and Development CSR Strategy of Hotel Industry in Surakarta
Kartika Hendra
Titisari
Islamic Batik
University Surakarta
kartikatitisari@yahoo.com
ABSTRACT
Understanding of Corporate Social
Responsibility (CSR), which is became mandatory for all companies currently
growing in the community. The old paradigm of companies only have a duty to the
shareholder is not able to run by the company, if the company wants to grow and
exist in its efforts. Tripple button line popularized by john Elkington (1997)
became mandatory for all companies.
The city of Surakarta, better known
as the city of culture now gets the predicate as a MICE
(meeting-incentives-conferences and exhibition). The predicate of the
hospitality industry promote the development of MICE in Surakarta, with various
facilities. As the development of the city, the hotel continues to experience
increased development along with apartment and mall which is also growing
rapidly. To support the existence of the existence of the hospitality industry,
the construction of the image or reputation of a business cannot be separated
from itself. To achieve this company conducts various programs communicate with
the community, including by implementing CSR.
To
support the existence of the hospitality industry as well as the contribution
to the city of Surakarta as the town MICE, this research
will examine the implementation of CSR that has been run by the hospitality
industry in Surakarta and developing CSR strategies model the hospitality
industry. The sample used in this study is star hotels. The package includes 2 questionnaires to employees of the
hotel to find out their understanding of CSR and to the management of the hotel
to find out the policy of CSR practice that has been run by the company.
The results showed an understanding
of CSR implementation the perception of employees of the hotel showed an
increase in the understanding of CSR as an increase in the category hotel.
Based on interview results obtained that the hotel star 1, 2, and 3 are already
running but there is no form for sure. 4 star hotels and 5 run CSR activity in
accordance with the outline of the central office.
Seen from the CSR terminology based
on questionnaire results, there are increasing in the indicator's vision and
strategy, oversight and accountability, risk identification and management. Improving external disclosure of the
composition of Commissioners and Commissioners occur at 1-and 2-star to 3-star
hotel. However, there was a decrease to 4 and 5 star hotels and below the 1 and
2 star hotel because the hotel star 4 and 5 run CSR strategies set by the
Central Office.
CSR 1-star hotel, 2, and 3 more in
the direction of imaging in the surrounding environment and have not touched to
a wider scope, is not the case for the 4 and 5 stars. 1 star hotel, 2 and 3
needs to start developing a CSR strategy that aligns with business strategy
because of obligations apply to all corporate CSR. Recommendations for the
development of strategies and implementation of CSR in this research with the
model approaches the ISO 26000
