The University of Southampton
University of Southampton Institutional Repository

Diffusion of sustainability and CSR discourse in hospitality industry: dynamics of local context

Diffusion of sustainability and CSR discourse in hospitality industry: dynamics of local context
Diffusion of sustainability and CSR discourse in hospitality industry: dynamics of local context
Purpose: Our focus is on the way in which sustainability and CSR discourses and practices emerge in the collaboration of MNCs with the local hotels in developing country contexts. The paper identifies the prevailing institutional orders and logics that bring about CSR and sustainability discourse in tourism industry in the context of a developing country. It also investigates how and to what extent the CSR and sustainability practices align with the local institutional logics and necessities.

Design: Empirical evidence is generated through case studies covering Hilton Worldwide Holdings Inc. (Hilton), its Turkish subsidiary and a local hotel chain to ensure data triangulation. Primary data was collected through interviews with the executives of the selected case hotels, which was supported by extensive secondary data including sustainability and CSR reports and documents of the headquarters, affiliate and the local case hotel in Turkey.

Findings: Our findings show that some components of CSR and sustainability logics developed in the headquarters diffuse into local affiliate hotel, not all. Local affiliate hotels seek to acquire local legitimacy in their host environment, despite a standard format imposed by their headquarters. Local necessities and priorities translate themselves into such initiatives in a very limited way in the affiliates of the Hilton where there is mostly a top down approach. However, a degree of flexibility exists in implementation of centre-driven CSR and sustainbility logics. Similar approach has also been observed in the case of the local hotel which is part of a family business group. Family’s values and family business headquarter shape the CSR and sustainability strategy and the logics reflecting the local component.

Originality/value: Through this study, we are able to add further value to the critical writings about the positive contribution of CSR and sustainability in the context of the MNCs and their subsidiaries, which is not substantiated due to limited empirical evidence.
Keywords: sustainability, CSR, Multinationals, Institutional logics
0959-6119
2564-2581
Ertuna, Bengi
e41d11c5-9ae8-433a-8235-a58b2227069f
Karatas-Ozkan, Mine
f5b6c260-f6d4-429a-873a-53bea7ffa9a9
Yamak, Sibel
53f0f154-da33-4778-8887-7c899af0ac37
Ertuna, Bengi
e41d11c5-9ae8-433a-8235-a58b2227069f
Karatas-Ozkan, Mine
f5b6c260-f6d4-429a-873a-53bea7ffa9a9
Yamak, Sibel
53f0f154-da33-4778-8887-7c899af0ac37

Ertuna, Bengi, Karatas-Ozkan, Mine and Yamak, Sibel (2019) Diffusion of sustainability and CSR discourse in hospitality industry: dynamics of local context. International Journal of Contemporary Hospitality Management, 31 (6), 2564-2581. (doi:10.1108/IJCHM-06-2018-0464).

Record type: Article

Abstract

Purpose: Our focus is on the way in which sustainability and CSR discourses and practices emerge in the collaboration of MNCs with the local hotels in developing country contexts. The paper identifies the prevailing institutional orders and logics that bring about CSR and sustainability discourse in tourism industry in the context of a developing country. It also investigates how and to what extent the CSR and sustainability practices align with the local institutional logics and necessities.

Design: Empirical evidence is generated through case studies covering Hilton Worldwide Holdings Inc. (Hilton), its Turkish subsidiary and a local hotel chain to ensure data triangulation. Primary data was collected through interviews with the executives of the selected case hotels, which was supported by extensive secondary data including sustainability and CSR reports and documents of the headquarters, affiliate and the local case hotel in Turkey.

Findings: Our findings show that some components of CSR and sustainability logics developed in the headquarters diffuse into local affiliate hotel, not all. Local affiliate hotels seek to acquire local legitimacy in their host environment, despite a standard format imposed by their headquarters. Local necessities and priorities translate themselves into such initiatives in a very limited way in the affiliates of the Hilton where there is mostly a top down approach. However, a degree of flexibility exists in implementation of centre-driven CSR and sustainbility logics. Similar approach has also been observed in the case of the local hotel which is part of a family business group. Family’s values and family business headquarter shape the CSR and sustainability strategy and the logics reflecting the local component.

Originality/value: Through this study, we are able to add further value to the critical writings about the positive contribution of CSR and sustainability in the context of the MNCs and their subsidiaries, which is not substantiated due to limited empirical evidence.
Keywords: sustainability, CSR, Multinationals, Institutional logics

Text
Ertuna Karatas-Ozkan Yamak IJCHM - Accepted Manuscript
Restricted to Repository staff only until 11 December 2020.
Request a copy

More information

Accepted/In Press date: 11 December 2018
Published date: 10 June 2019

Identifiers

Local EPrints ID: 427054
URI: http://eprints.soton.ac.uk/id/eprint/427054
ISSN: 0959-6119
PURE UUID: c4781346-da32-4c97-9c29-f9fa1e803a7d
ORCID for Mine Karatas-Ozkan: ORCID iD orcid.org/0000-0002-9199-4156

Catalogue record

Date deposited: 21 Dec 2018 16:30
Last modified: 27 Jan 2020 13:40

Export record

Altmetrics

Contributors

Author: Bengi Ertuna
Author: Sibel Yamak

University divisions

Download statistics

Downloads from ePrints over the past year. Other digital versions may also be available to download e.g. from the publisher's website.

View more statistics

Atom RSS 1.0 RSS 2.0

Contact ePrints Soton: eprints@soton.ac.uk

ePrints Soton supports OAI 2.0 with a base URL of http://eprints.soton.ac.uk/cgi/oai2

This repository has been built using EPrints software, developed at the University of Southampton, but available to everyone to use.

We use cookies to ensure that we give you the best experience on our website. If you continue without changing your settings, we will assume that you are happy to receive cookies on the University of Southampton website.

×