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Corporate Social Responsibility in Central Florida Hotels

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Corporate Social Responsibility in Central Florida Hotels GENERAL MANAGERS‟ PERCEPTIONS OF CORPORATE SOCIAL RESPONSIBILITY IN FLORIDA HOTELS by JUDITH L. HOLCOMB B.S. University of Central Florida 1985 M.S. University of Central Florida 2004 A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Philosophy in the College of Education at the University of Central Florida Orlando, Florida Fall Term 2010 Major Professor: Abraham Pizam © 2010 Judith L. Holcomb ii ABSTRACT The objective of the study was to identify and measure the magnitude of the gap that may exist between the corporate level Corporate Social Responsibility (CSR) culture and its ensuing policies and their equivalent at the property level. This gap was hypothesized to be a function of a number of personal characteristics of the General Managers (GMs) coupled with the organizational profile of the hotel. The data were collected via an online survey based on a CSR scale developed by Turker (2009) in combination with other original and previously used smaller scales. The study‟s population consisted of general managers of hotels that were managed by a corporate office and were members of the Central Florida Hotel and Lodging Association and the Florida Restaurant and Lodging Association. In total, 564 hotel GMs were contacted by email by their perspective associations and invited to participate in the study. A total of 123 surveys were returned which equated to a 22% response rate. The results indicated that the gaps for all factors were very small. This suggested that based on the GMs‟ perceptions, there was not much variation between their corporations‟ CSR policies and their properties‟ CSR policies. Hence, because of this small variation, it can be speculated that, in this study, hotel GMs were committed to follow precisely the corporate CSR policies and initiatives at their property levels. Notwithstanding the above, the results supported three hypotheses as follows: (a) the more GMs were involved in the community, the less they were committed to CSR policies relating to the government; (b) the more hours per week GMs spent in community volunteerism, the higher was their commitment to overall CSR policies; and iii (c) the higher was the demonstrated commitment of GMs to their corporation‟s CSR policy regarding responsibility to employees, the more they were rewarded through non- monetary perceived personal success. This study and its ensuing results were of significant importance to the general CSR body of knowledge and unique in terms of their contribution to CSR in the hotel industry. The practical implication from this study was that it sets a number of benchmarks relating to CSR corporate and property level policies and initiatives in a given sector of the hotel industry. In addition, due to the fact that few, if any, gaps were found between the corporate and property level cultures, corporate officers can at least feel fairly comfortable that from the GMs‟ perspectives, CSR initiatives are being implemented at the property level in accordance with corporate policy. iv I would like to dedicate this to the two most important persons in my life, my husband Greg and my son Bradley. I love you. I would also like to dedicate this to my grandmother, Rose. I love you and miss you. v ACKNOWLEDGMENTS A dissertation requires more than just an author. It requires a host of academic and personal resources to ensure success. At this time, I would like to thank the many persons who were my resources. First and foremost, I would like to thank my husband Greg and son Bradley, who have made many sacrifices in order to for me to pursue this degree. The countless hours I spent away from them and on the computer can never be regained; however, I want them to know that I love them both and am truly grateful for their love and support these past years. I would like to thank my friends and family whose love and support has sustained me throughout this endeavor. I would also like to thank my committee, especially Dr. Abraham Pizam, whose guidance, advice, and support have been invaluable to me throughout this process. I have learned so much from his expertise, knowledge, and insight. I feel truly honored to be his mentee. I would also like to thank the rest of my committee, Dr. Okumus, Dr. Milman, Dr. Font, and Dr. Robinson. Without their encouragement and guidance I could not have accomplished this goal. vi TABLE OF CONTENTS LIST OF FIGURES ........................................................................................................... ix LIST OF TABLES .............................................................................................................. x CHAPTER 1 THE PROBLEM AND ITS CLARIFYING COMPONENTS .................... 1 Introduction ............................................................................................................. 1 Objective of the Study ............................................................................................ 1 Research Questions ................................................................................................. 1 Significance of the Study ........................................................................................ 3 Conceptual Definition ............................................................................................. 4 Conceptual Framework ........................................................................................... 5 Research Methodology ........................................................................................... 8 Organization of the Study ..................................................................................... 10 CHAPTER 2 REVIEW OF LITERATURE AND RELATED RESEARCH ................. 11 Introduction ........................................................................................................... 11 Defining Corporate Social Responsibility (CSR) ................................................. 12 CSR Schools of Thought ...................................................................................... 15 History of Corporate Social Responsibility (CSR) ............................................... 19 History of CSR Research ...................................................................................... 21 CSR Research: 1950-2000 ........................................................................ 22 CSR Research in the 21st Century ............................................................ 27 Status of CSR Literature ....................................................................................... 31 The Measurement of Corporate Social Responsibility ......................................... 32 The Unit Manager‟s Perception of CSR ............................................................... 34 Demographic and Personal Characteristics of Managers ..................................... 36 CSR in Hospitality and Tourism ........................................................................... 38 Summary ............................................................................................................... 51 CHAPTER 3 METHODOLOGY .................................................................................... 53 Introduction ........................................................................................................... 53 Conceptual Framework ......................................................................................... 53 Research Questions and Hypotheses .................................................................... 58 Research Question 1 ................................................................................. 58 Research Question 2 ................................................................................. 60 Research Question 3 ................................................................................. 62 Research Question 4 ................................................................................. 64 Research Question 5 ................................................................................. 66 Research Question 6 ................................................................................. 68 Research Question 7 ................................................................................. 73 Survey Instrument and Measures .......................................................................... 75 vii Survey Design ....................................................................................................... 83 Reliability and Validity Assessments ....................................................... 85 Sampling ............................................................................................................... 88 Data Collection ..................................................................................................... 89 Data Analysis ........................................................................................................ 91 CHAPTER 4 RESULTS .................................................................................................. 93 Introduction ........................................................................................................... 93 Population and Sample Characteristics ................................................................. 93 Demographic Profile of Hotel General Managers ................................................ 93 Profile of Hotels ...................................................................................................
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