CONSEQUENCES OF THE IMPLEMENTATION OF RESPONSIBLE PRACTICES IN THE

SPANISH HOTEL CHAINS

这是在西班牙连锁酒店负责任实施得出的结果

Rosa María Vaca-Acosta, University of Huelva (Spain)Alfonso Vargas-Sánchez, University of Huelva (Spain)

María Dolores Sánchez-Fernández, University of A Coruña (Spain)

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Introduction Approach Hypotheses Methodology Results Conclusions

介绍 途径 假设 方法 结果 结论

Growing importance of CSR (and its study) in the tourism industry.公司社会责任感在旅游产业发展的重要性

CSR as a strategic factor in business.作为商务策略因素的公司社会责任感.

Importance of the tourism industry in the Spanish economy.旅游产业对西班牙经济的重要性

Need to minimize the negative impacts of tourism growth.需要在发展旅游的同时最小化它的消极影响

Scarcity of studies focusing on CSR in the Spanish hospitality sector.专注于西班牙在接待方面缺乏研究的部分

• The aims of this study are twofold: firstly, analyze how the concept of CSR existing in the company influences the level of development of CSR practices. And subsequently, the perceptions that managers have on the consequences of the level of development of those practices in the business performance.

• 这项研究的目标有两个：首先，分析存在于公司的企业社会责任的概念，了解它们是如何从实际上影响公司发展水平的；其次，了解这样一种看法：经理必须通过商务绩效的发展水平，得出自己的结论。

GENERAL AIMS大体目标

• Characterize the environment of Spanish hotel chains.• 描述西班牙连锁酒店环境的特征

• Contribute to improving the competitiveness of those hotel chains from the point of view of their sustainability.

• 从连锁酒店的可持续性方面入手来研究，以此提高它们的竞争力

APPLICATION申请

Introduction Approach Hypotheses Methodology Results Conclusions

介绍 途径 假设 方法 结果 结论

Maximizing shareholder value

股东价值最大化

Agency Theory代理商理论

Coelho et al. (2003); Jensen (2000); Friedman

(1970)

Competitive advantage based strategies

以战略化策略为基础的竞争优势

Strategic Vision战略前景

Porter y Kramer (2002); Jensen (2000); Hart &

Kristensen (2000)

Resources and Capabilities based view基于观察的资源和能力

Mc Williams & Siegel (2001); Litz (1996)

Cause-related marketing善因营销

Strategic Vision of the company

公司战略前景

Sen et al. (2006); Hoeffler& Keller (2002)

Introduction Approach Hypotheses Methodology Results Conclusions

介绍 途径 假设 方法 结果 结论

Corporate constitutionalism公司宪政论

Stewardship Theory管家理论

Caldwell y Karri (2005); Donaldson & Davis

(1991)

Integrative Social Contract Theory社会契约综合理论

Integrative Social Contract Theory

社会契约综合理论

Donaldson & Dufee (1999); Watson & Shepard (1999)

Corporate Citizenship企业公民

Corporate Citizenship企业公民

Wood & Logsdon (2002); Maignan & Ferrell (2000)

Introduction Approach Hypotheses Methodology Results Conclusions

介绍 途径 假设 方法 结果 结论

Administrative and management aspects

行政管理方面

Institutional Theory. Strategic Vision of

the company制度理论：公司前景

Jones (1980); Wartick & Mahon

(1994)

Principle of Public Responsibility公共责任原理

Principle of Public

Responsibility. Institutional

Theory. Corporate Social

Response公共责任原理。制度理论。公司社会

责任

Preston & Post (1981); Lea (1999)

Managing Stakeholders利益相关人管理

Stakeholder Theory. Business Theory利益相关者理论

商务理论

Kochan & Rubinstein (2000)

Corporate Social Performance公司社会绩效

Theory of Corporate Social Performance.

Corporate Social Response

公司社会绩效理论

公司社会责任感

Wood (1991); Swanson (1999)

Introduction Approach Hypotheses Methodology Results Conclusions

介绍 途径 假设 方法 结果 结论

Normative Theory of Stakeholders利权人理论规范

Applied Ethics to the company.

Stakeholders Theory

公司伦理学应用

利益相关人理论

Carroll (1991); Donaldson &

Preston (1995); Freeman (1994)

Human Rights公民权利

Human Rights. Corporate

Citizenship公民权利

企业公民

Welford (2002); Wettsein &

Waddock (2005)

Sustainable Development可持续发展

Sustainable Development

Theory. Stakeholders

Theory可持续发展理论

利益相关人理论

Byme & Polonsky(2001); Van

Marrewijk (2003)

Focus of the Common Good

关注于共同利益点

Theory of Common Good.

Stakeholders Theory

共同利益理论

利益相关人理论

Kaku (1997); Argandoña (1998)

Introduction Approach Hypotheses Methodology Results Conclusions

介绍 途径 假设 方法 结果 结论

MODEL APPROACH - 模型方法

• Carroll’s model (1979, 1991, 1999) has been widely used in the scientific literature (Wartick & Cochran, 1985; Wood, 1991; Swanson, 1995; Burton & Hegarty, 1999; Maignan, 2001; Maignan & Ferrell, 2003; García de los Salmones, 2005; Pérez, 2008).

• 卡罗尔模型（1979，1991，1999）已经广泛应用在科学文化方面 (Wartick & Cochran, 1985; Wood, 1991; Swanson, 1995; Burton & Hegarty, 1999; Maignan, 2001; Maignan & Ferrell, 2003; García de los Salmones, 2005; Pérez, 2008都是人名).

• In our case, we have tried to validate it empirically.• 在我们的案例中，我们试图通过实证来验证。

ETHICAL THEORIES 伦理道德理论

Introduction Approach Hypotheses Methodology Results Conclusions

介绍 途径 假设 方法 结果 结论

H 1

The more the concept of CSR is close to the care and satisfaction of company's stakeholders, creating value not only for shareholders but for all stakeholders, the higher the level of development of CSR.CSR 越接近公司利益相关人的关注和满意度，同时创造的价值不仅属于股东，也属于利益相关人，那么这个企业的社会责任感的发展水平就越高。

H 2 The level of development of CSR practices positively affects business performance.CSR 的发展水平在实际操作中对公司绩效影响起积极作用。

H2a:The level of development of CSR positively influences the differentiation of the company in the market.CSR 的发展水平直接正面影响着公司的市场差异化。H2b:The level of development of CSR influences positively the increase in long-term sales.CSR 的发展水平正面影响着销售额的长期增长H2c:The level of development of CSR has a positive impact on customers loyalty.CSR 的发展水平正面影响客户的忠诚度H2d: The level of development of CSR has a positive impact on reducing costs and risks, increasing the company’s long-term profits.CSR 的发展正面影响着成本和风险的减少和公司长期利益的增长H2e: The level of development of CSR has a positive impact on improving the reputation and image of the company.CSR 的发展水平正面影响着公司的声誉名声H2f: The level of development of CSR positively influences the ability to attract and retain employees, increasing their satisfaction and decreasing their rotation.CSR 的发展水平正面影响着公司吸引雇员的能力，提供雇员满意度和降低跳槽频率

Introduction Approach Hypotheses Methodology Results Conclusions

介绍 途径 假设 方法 结果 结论

Population人员

150 (Spanish 西班牙人 117. Foreigners,外国人 33)

Method of data collection 数据收集方法

Online and phone survey 在线和电话调查

Type questions问题类型

Likert and semantic differential scales李克特语义区分量表

Period for data collection数据收集时间

March to September 2011 2011年3月到9月

Scope范围

Spain西班牙

Sample样本

61

Response rate回复率

40,6%

Statistical tests统计检验

Descriptive, correlation, regression描述统计，相关统计，回归统计

Software微软

SPSS 15.0, VISUAL PLS

DESIGN设计

EMPIRICAL RESEARCH - 实证研究

Introduction Approach Hypotheses Methodology Results Conclusions

介绍 途径 假设 方法 结果 结论

RESEARCH MODEL - 研究模型

CONCEPT概念

RERL

RETRD

IMPACT ON BUSINESS

PERFORMANCE商务绩效影响

LEVEL OF CSR DEVELOPMENT

CSR发展水平

H1

H2

Introduction Approach Hypotheses Methodology Results Conclusions

介绍 途径 假设 方法 结果 结论

UNIDIMENSIONALITY OF THE SCALES - 天秤单维

Bartlett‘s test of sphericity - 巴特利特球体测试

KMO test ≥ 0,5- KMO统计大于等于0,5

Cronbach‘s alpha test ≥ 0,7 - 可信度：α大于等于0,7

Exploratory factor analysis with principal components extraction and Varimax rotation

主元提取算法和方差极大旋转算法的探索性因素分析

The multidimensionality of the construct ‘level of development of CSR’ is confirmed确认¨公司社会责任感发展水平¨的多维性构建

Introduction Approach Hypotheses Methodology Results Conclusions

介绍 途径 假设 方法 结果 结论

Results: Measurement Models 结果：测量模型

Path coefficients ≥ 0.505 Falk y Miller (1992); CR ≥ 0,7 Numally (1978) ; AVE ≥ 0,5 Fornell y Lacker (1981)

Construct构建

Path coefficients路径系数

Composite Reliability

复合材料的可

靠性

AVE

Concept概念

Sensient (0.9610); Cuistak (0.9384) 0.767051 0.910806

NivD

RE: Maxgan (0.8506); Benef (0.8506); Fuposcom (0.8506); Eficop (0.8506); Consbenef (0.8506). RL: Cumplex (0.8916);

Arefesloc (0.8916); Bcc (0.8916); Ajusreqleg (0.8916); Ajusreqmin (0.8916). RET: Acoet (0.9006); Recresnorm (0.9006);

Resetob (0.9006); Cc (0.9006); Ce (0.9006). RD: Acexpfil (0.8512); Ca (0.8512); Dyeap (0.8512); Ainsed (0.8512); Cvcom

(0.8512)

NIVD (0.9844): RE (0.9788); RL

(0.9564); RET (0.9564); RD

(0.9566)

NIVD (0.9054):

RE (0.9698);

RL (0.9798);

RET (0.965);

RD (0.9964)

Conseq Dif (0.9606); Incvent (0.9489); Lealfid (0.9722); Incben (0.9408); Mejrepi (0.9766); Atret (0.9691) 0.9785 0.8836

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Introduction Approach Hypotheses Methodology Results Conclusions

介绍 途径 假设 方法 结果 结论

β ≥0,2 Chin (1998)R2 ≥ 0,1: Falk & Millar (1992); Leal & Roldán (2001)

Analysis of the structural model - 结构模型的分析

SECOND-ORDER RESEARCH MODEL / 二阶模型研究

CONCEP

RERL

RETRD

CONSEQNIVd2nd

Rsq= 0.311Rsq= 0.215

0.464

0.558

Introduction Approach Hypotheses Methodology Results Conclusions

介绍 途径 假设 方法 结果 结论

Nowadays, the studies on CSR have gained a considerable interest.现如今，CSR的研究已经得到了可观的利益。

In Spain, significant steps in the promotion of CSR have been taken. Thus, the Government has defined a rewarding policy for CSR practices, and in 2008 the National Council of CSR was created.在西班牙，在提升CSR方面已经采取了有效措施，政府已经制定了关于CSR的奖励政策，在2008年CSR议会也已经建立。

In general, Carroll‘s model (1979, 1991, 1999) has been widely used in the literature on CSR. Particularly, the analysis of the scientific literature in the hospitality subsector also highlights the recognition to this author in this area (Jimenez & Gessa, 2010).通常上，卡罗尔模型（1979，1991，1999）已经广泛使用在CSR文献上，特别是对于界别分组的科学文献分析傻姑娘，也高调肯定了作者在这一领域的突出贡献。

As a result of empirical research carried out, all the hypotheses have been accepted.

Introduction Approach Hypotheses Methodology Results Conclusions

介绍 途径 假设 方法 结果 结论

CSR is not unknown in the hotel chains, understanding this concept as associated with law enforcement, meeting the stakeholders‘ needs and creating value for them (Evan and Freeman, 1988; Bowie, 1998; Rodriguez, 2003; Sacconi, 2005).对于连锁酒店来说CSR不是陌生的，可以了解这一概念，进行法律上的实施，满足利益相关则会的需要并为他们创造价值。

When the organization understands CSR as it was indicated above, this concept has a positive influence on the level of development of CSR (H1), as confirmed by the results of the empirical work.当一个组织理解CSR并听从指导，通过实际研究结果证实，这个概念会对CSR的发展产生积极影响（H1）。

The level of development of CSR positively affects business performance (H2) in all the variables considered. The structural analysis of our research model led us to this conclusion. CSR的发展水平对商务绩效有积极影响（H2）。我们调查模型的结构分析让我们得出这一结论。

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Introduction Approach Hypotheses Methodology Results Conclusions

介绍 途径 假设 方法 结果 结论

The level of development of CSR positively influences thecompetitiveness of organizations, helping to the market differentiation ofhotel chains (H2a). The works done by Burke and Logsdon (1996);Waddock and Graves (1997); Wagner and Schaltegger (2003); Rettab etal., (2009), Saleh et al., (2011) and Kim (2012) also arrive to the sameconclusion.

The level of development of CSR enhances the reputation and image ofthe hotel chains (H2e), being an intangible asset that generates value.This statement is shared by authors who have conducted similar studiesin other economic sectors (Duhe, 2009).

The level of development of CSR causes an increase in long-term sales(H2b) and profits, as it reduces costs and risks in business management(H2d). In line with this statement, authors such as Griffin and Mahon(1997); Waddock and Graves (1997); Roman, Hayibor and Agle (1999);Mahon (2002); Orlizky et al., (2003) and Margolis and Walsh (2003) haveexpressed their conclusions. Nevertheless, hotel chains in Spain havebeen slow in incorporating CSR in their activities.

Introduction Approach Hypotheses Methodology Results Conclusions

介绍 途径 假设 方法 结果 结论

见下页

• CSR的发展水平积极影响着一个组织的竞争力，帮助 连锁酒店在市场上具有差异性（H2a），这项工作是由Burke and Logsdon (1996); Waddock andGraves (1997); Wagner and Schaltegger (2003); Rettab et al., (2009),Saleh et al., (2011) and Kim (2012)完成并得出相同结论。

• CSR的发展可以提升连锁酒店的名声和信誉，它是一种无形资产，这个说法是由在其他经济领域进行相似研究的作者们共同享有并得出结论的。

• CSR的发展会使公司销售额和利润长期增长（H2b），减少成本和商务管理风险（H2d）。在这一观点上，作者像as Griffin and Mahon (1997); Waddock and Graves (1997); Roman, Hayibor and Agle (1999); Mahon (2002); Orlizky et al., (2003) and Margolis and Walsh (2003）等已经表达出他们的结论，西班牙的连锁酒店已经在CSR上受到制约。

Introduction Approach Hypotheses Methodology Results Conclusions

介绍 途径 假设 方法 结果 结论

The level of development of CSR helps to attract and retain employees,reducing their turnover through a higher level of satisfaction in theirjobs (H2f). Authors such as Turban and Greening (1997), Hansen (200),Heal (2005), Bertelsmann (2005), Heal (2005) and Kim (2011) support thisassertion.

Among the dimensions considered in the construct “impact on businessperformance,” although the weights are similar, customer loyalty standsout slightly (H2c). This statement is shared by authors like Waddock andGraves (1997), Hansel (2004), Bertelsmann (2005), Weber (2008), Pelozaand Shang (2011) and Groza et al., (2011).

The level of development of CSR causes that responsible management in the economic, social and environmental areas helps to increase customer loyalty (H2c). This statement is in line with the contributions made by authors like Hansel (2004), Bertelsmann (2005) and Luo et al., (2015).

Introduction Approach Hypotheses Methodology Results Conclusions

介绍 途径 假设 方法 结果 结论

见下页

CSR的发展可以吸引雇员，降低跳槽率， 提高他们的工作满意度，Turbanand Greening (1997), Hansen (200), Heal (2005), Bertelsmann (2005),Heal (2005) and Kim (2011) 等作者支持这一观点。

其中，在构建多维度的（社会绩效影响）中虽然比重相似，但顾客忠诚度明显更具优势（H2c）。这个观点是由Waddock and Graves (1997), Hansel(2004), Bertelsmann (2005), Weber (2008), Peloza and Shang (2011) andGroza et al., (2011)等人提出的。

CSR的发展会引发经济管理的责任感，社会和各个地区会帮助提高顾客忠诚度（H2c）。这个观点是由Hansel (2004), Bertelsmann (2005) and Luo et al., (2015).等作者提出来的

Introduction Approach Hypotheses Methodology Results Conclusions

介绍 途径 假设 方法 结果 结论

-The study was conducted at a given point in time, implying a limitation when accepting thecausality of relations raised.这项研究在一定时间点进行，在因果关系的接收上面会有一定限制。

-The measures used have been supported based on the perceptions of those responsible forthe CSR area, so the hotel chain information has been received from a single informant.有一

些措施已经在某些理解CSR职责的地区受到支持，很多连锁酒店的信息已经收到单一反馈。

-The primary data collection methods chosen in the survey, online first and the phone, cancause some bias.如若选择在线或是电话调查作为第一数据调查方法，可能会导致一些偏差。

-The size of the sample, which consists of 61 observations, is small, although it is within therange of the minimum limits for the application of the Partial Least Square (PLS) technique,where the minimum recommendations range between 30 and 100 cases (Roldán et al.,2004).

-样本的容量，包括 61个观察点，是很小的，尽管它已经使用最小二乘法（PLS）的技术，我们建议

最小的调查样本应该在30到100个之间的调查点进行(Roldán et al., 2004).21

Introduction Approach Hypotheses Met hodology Results Conclusions

介绍 途径 假设 方法 结果 结论

LIMITATIONS - 限制

FUTURE LINES OF RESEARCH - 研究的新线路

-Enlarge this study with qualitative research methodologies and casestudies to compare and verify the results gathered with the currentapproach.

用定性研究法和案例研究来扩大这项研究，可以比较和验证目前做法的结果。

-Replicate this study at different points in time, providing a longitudinalcharacter, since the consequences have long term effects.

在不同时间点复制此研究，提供纵向特征，得出的结果就具有长期影响。

-This research can be applied to other tourism subsectors, to makecomparisons between different fields of study.

此研究可以应用于其他旅游部门，可以在不同研究领域间作出比较。22

Introduction Approach Hypotheses Methodology Results Conclusions

介绍 途径 假设 方法 结果 结论

CONSEQUENCES OF THE IMPLEMENTATION OF RESPONSIBLE PRACTICES IN THE

SPANISH HOTEL CHAINS

这是在西班牙连锁酒店负责任实施得出的结果

Rosa María Vaca-Acosta, University of Huelva (Spain)Alfonso Vargas-Sánchez, University of Huelva (Spain)

María Dolores Sánchez-Fernández, University of A Coruña (Spain)

23