corporate social responsibility (csr) communication ... · in the past, organizations focused on...

วารสารการบริการและการท่องเที่ยวไทย ปีที่ 13 ฉบับที่ 1 (มกราคม – มิถุนายน 2561)

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Corporate Social Responsibility (CSR) Communication Element of MICE Industry in Thailand

องค ์ประกอบการสื่อสารความรับผิดชอบต ่อสังคมของอุตสาหกรรมไมซ ์ประเทศไทย

PornchanokPongtongmuangSasiwimonSukbutetal.

PrinceofSongklaUniversity

Abstract CSR communication of Thailand’sMICE businesses can be sustainably and successfullymarketedwhencertaininformationrelatedtoCSRisprovidedtotheirtarget clients.ThisresearchaimstodeterminetheCSRcommunicationcomponentsofThailand’s MICE industry.Thestudyemployedaqualitative researchdisciplineusingapurposivesamplingmethodto includea targetgroupof11scholars inmarketingandmarketing communications,executivesoforganizationsrelatedtoMICE,andoperators involved in theMICE industry. An in–person, in–depth interviewwas used in data collection. ThreemajorCSRcommunicationcomponentsandninesub–elementsemerged fromtheanalysisofqualitativedata.Thefirstmajorelementisenvironmental impacts,which includes the three sub–elementsof1) impacts fromtheuseof resources2) food& beverageand3)wastemanagement.Thesecondkeycomponentissocietyandeconomy,which includes:1)compliancetothe law,2) retentionofwaysof lifeandcultures,and 3)enhancementofsocialandeconomicgrowth.Andthethirdkeycomponent includes thepeoplerelatedtotheMICEindustry,whichare1)thelocalcommunity,2)thestaff,and 3) themanufacturers.Touphold thesustainabilityofMICE industry inThailandall the stakeholdersincludingThailandConvention&ExhibitionBureau,exhibitioncenters,hotels, tour companies andmeeting and conferenceorganizers shouldput forward these CSRcommunicationcomponentsandninesub–elementscomponents toattract their targetcustomers.

Keywords:corporatesocialresponsibility,communication,MICEindustry

วารสารการบริการและการท่องเที่ยวไทย

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ปีที่ 13 ฉบับที่ 1 (มกราคม – มิถุนายน 2561)

บทคัดย่อ การสื่อสารความรับผิดชอบต่อสังคมของอุตสาหกรรมไมซ์ประเทศไทย เป็นการท�าการตลาดอย่างยั่งยืน ธุรกิจจึงจ�าเป็นต้องทราบองค์ประกอบส�าคัญในการให้ข้อมูลแก่กลุ่มเป้าหมายการวิจัยนี ้มีวัตถุประสงค์ เพ่ือศึกษาและวิเคราะห์องค์ประกอบของการส่ือสารความรับผิดชอบต่อสังคมของ อุตสาหกรรมไมซ์ประเทศไทยซึ่งเป็นการด�าเนินการวิจัยเชิงคุณภาพโดยท�าการเลือกกลุ่มเป้าหมายแบบเจาะจงดังนี้นักวิชาการด้านการตลาดและสื่อสารการตลาดผู้บริหารระดับสูงขององค์กรที่เกี่ยวข้องกับอุตสาหกรรมไมซ์ผู้ประกอบการที่เกี่ยวข้องกับอุตสาหกรรมไมซ์รวม11รายและท�าการสัมภาษณ์เชิงลึกแบบตัวต่อตัวผลการวิจัยพบว่าองค์ประกอบของการสื่อสารความรับผิดชอบต่อสังคมมี3องค์ประกอบหลกัและ9องค์ประกอบย่อยซึ่งแบ่งเป็นองค์ประกอบหลักที่1ด้านสิ่งแวดล้อมได้แก่1)ผลกระทบต่อ การใช้ทรัพยากร2)อาหารและเครื่องดื่ม3)การจัดการขยะองค์ประกอบหลักที่2ด้านสังคมและเศรษฐกิจได้แก่ 1) การปฏิบัติและเคารพกฎหมาย2)การรักษาวิถีชีวิตและวัฒนธรรม 3)การเติบโตทางสังคม และเศรษฐกิจและองค์ประกอบหลักที่3ด้านผู้มีส่วนเกี่ยวข้องได้แก่1)ท้องถิ่นและชุมชน2)พนักงาน 3)ผู้ผลิตสินค้า ในการสื่อสารทางการตลาดเพ่ือให้เกิดความยั่งยืนนั้น ผู้มีส่วนเกี่ยวข้อง ได้แก่ส�านักงานส่งเสริมการจัดประชุมและนิทรรศการศูนย์ประชุม โรงแรมบริษัทน�าเท่ียว รวมถึงบริษัทผู้รับจัดงาน ควรสื่อสารโดยน�าเอาองค์ประกอบและรายละเอียดดังกล่าวมาน�าเสนอเป็นประเด็นส�าคัญ

ค�าส�าคัญ:ความรับผิดชอบต่อสังคมการสื่อสารความรับผิดชอบต่อสังคมอุตสาหกรรมไมซ์

Introduction Inthepast,organizations focusedonmaximizingprofits intheformofcash.Sincetheyear1950;however,businesseshavemovedabout towardsamoreconcernon responsibilityof theorganizationtothesociety,knownascorporatesocial responsibility (CSR).TheCSRconceptasserts thatbusinessescannotbe run for themonetaryprofitalone; concerns for thebenefits to the society shouldbeof greater consideration. Italsoproposesmonitoringofthecorporateactivitiescateringsocialresponsibilityofthe businessesandcommunicatingtheCSRactivitiestoall thestakeholdersofthebusiness(Frederick,1960;Walton,1967). InadditiontocorporateactivitiesbasedontheconceptofsocialresponsibilitybusinesscorporateneedstopublicizetheirCSRactivitiestomakesurethatallstakeholderscanmonitortheseCSRactivities(GRI,2002;GRI,2006;GRI,2008; GRI,2009).InThailandsituationtheconceptofcorporatesocialresponsibilityisinlinewiththePhilosophyofSufficiencyEconomyintheNationalEconomicandSocialDevelopmentPlanNo.11(2012–2016),whichgivesprioritytoaccommodatethechangesintheeconomic,socialandenvironmentalresources,emphasizingthestrategyofsustainablemanagementofnaturalresources.Inthesameway,CSRconceptofthebusinesscorporatesharesthissamegoal: that is tocreatea sustainableorganization.TheCSRconcepthasevolved


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andwidelyacceptedamongboththepublicandprivatesectors,especiallythoseinvolved

inthetourismindustrywhichhasbeengeneratingexcellent incomeformanycountries,

includingThailand(OfficeoftheNationalEconomicandSocialDevelopmentBoard,2012).

Anenormousamountof revenue fromthe tourism industrycanbeused tobuildup

infrastructure in the touristdestinationcitiesandspreadout into local residentareas.

Thisway,thetourismrevenuecanbringaboutwealthtothecountry inboththesocial

andeconomicgrowth.However,activities inthetourism industry relymostlyonnatural

resources; therefore,all stakeholdersmustcooperate inmaintaining thesustainability

ofnaturalresourcesalongwithgrowthinthetourismindustry.

TheMICE industry,asapartof tourism industry, isonebusiness sector thatcan

attract quality tourists to travel to and join activities in theMICE events, such as

meetings,touringincentivesandexhibitions.Atpresent,Thailandhasbeenfocusingonthe

effectivemanagementofthisgroupofMICEtourists.ThailandConventionandExhibition

Bureauwasestablishedintheyear2004toberesponsiblefortheMICEindustry(Thailand

ConventionandExhibitionBureau:TCEP).TCEPiscontinuouslyresponsibleforplanningand

monitoringMICEactivitiesandthebusinessCSRactivities.Themostrecentpromotionof

ThailandMICEeventshasbeendonethroughthecampaigncalled“Thailand; theCSR

Destination:Sustainability&Soulful” inAIME2016TradeShow inMelbourne,Australia.

ThiseventwasanimportantdrivingforcebehindthesuccessandacceptanceoftheMICE

industry.ItalsohelpedencouragemorevisitorsoftheMICEindustrytochooseThailandas

theirdestination(ThailandConventionandExhibitionBureau(TCEP),2016).

However, toestablish theconceptofand truston social responsibilityof their

business,CSRactivitiesthebusinesseshaveconductedneedtobewellpublicizedtoall

stakeholdersofthebusinessandtheirprospectcustomers.Communicationcanbedone

viavarious formsofhightechnologycommunicationchannelsbywhichthemessage is

transmittedtotheaudience, ideascanbeexchangedandquestionscanbeaskedand

answeredeasilythroughmodernmedia.ThecontentsofCSRactivities,so far,havenot

beenevidentlypublicized. It is therefore important that themessageonCSRactivities

mustbeclearlyandeffectivelycommunicated to thepublic soas to reducedoubts

andbuildcredibility for theorganization.The researchers thereforewish tosearch for

theprecisecomponentsofcorporatesocialresponsibility,soastoapplythemforthemore

reasonableCSRelementstoachievesustainabilityoftheMICEindustry.


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LiteratureReview

Thecriticalconceptsand theories related tocorporatesocial responsibilityand

communications of corporate social responsibility are reviewed anddiscussed in

thissection.

The concept of corporate social responsibility

Theconceptofcorporatesocialresponsibilitycanbedividedintothreemaintheories:

corporatesocialresponsibility(CSR),thetriplebottomlineandstakeholdertheory,eachof

whichisadifferenttheoryandyetinterrelated.Corporatesocialresponsibilityfocuseson

theactivitiesoforganizationsthathaveanimpactoneconomy,lawandcontributiontothe

community.CSRineconomyemphasizestheeconomicgrowthofthebusinessthatgoes

togetherwith thatof thecommunity. Legal andethical responsibility is tooperate

business in compliancewith the lawwithin its administration, basedon fairness,

transparency,andaccountability.And thebusinessorganizationhasa responsibility to

thesociety intheformofcharityordonations (Baumgarthe&Ebner,2010;Bowd,2006;

Carrol,1979;1991;Schwartz&Carroll,2003;Shrivastava,1995;VanMarrewijk,2003).

TheTripleBottomLineprioritizestheorganization’sgains,coupledwitheconomic,social

and environmental sustainability to grow togetherwithout destroyingwhichever

(Elkington,1997).Finally, theStakeholderTheoryofmanagement takes intoaccountall

stakeholders,includingemployees,customersandthecommunity.Employeeisaresource

vital totheorganizationbecausethecorporatepoliciescanonlybeput intopractice if

theemployeehaspositiveattitudeandwillingnesstocomplywiththeestablishedpolicies

(Mishra&Suar,2010).Customerswillacceptthegoodsandservicesthatareenvironmental

friendly(Ghosh&Gurunathan,2013;Miishra&Suar,2010).Tothecommunity,businessmust

takeintoaccountthesurroundingcommunitiesasstakeholders,suchasschools,temples

andhospitals(Skudiene&Aurskeviciene,2012;Arevalo&Aravind,2011).

The concept of corporate social responsibility communications

DavidK.Berlohasdevelopedatheoryexplaininghowthesenderssendthemessage

successfullyandhowtherecipientswillreceive,translateandinteractwiththemessage.

IntheSMCRtheory,S–sourceofmessagesendersneedseveralcapabilitiesincluding

skillstocommunicatewiththeabilityto“encode”contents,apositiveattitudetowards

the recipients forasuccessfulcommunication,goodknowledgeabout themessageto

betransmitted,theabilitytoadjustthelevelof informationthat iseasyorfitthelevel

ofknowledgeof the recipients,andunderstandingof thesocialandculturalbasis that

corresponds to the recipients.M –message is related to thecontent, symbols and


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themethodsof sendingmessages.C–Channelsofdelivery shouldbeable to send

messagestotherecipientswiththefullorapartofthefivesenses:sight,hearing,touch,

tasteandsmell.R – receiversmusthavetheskills tocommunicatewith theability to

“decode” the content. The receivermusthaveapproximately the sameor similar

attitude,knowledgeandunderstandingofthesocialandculturalbasisaboutthemessage

transmittedasthoseofthesource/senderforasuccessfulcommunication.

Theories of functional communication can be divided into four theories:

Libertarianism,Authoritarianism,Totalitarianism,andSocialResponsibility.Conceptsof

social responsibility ineachof these theories geared towards sustainability for the

organization. It is important that theorganizationcommunicate the implementationof

itscorporate social responsibility;and thiscancreatecredibility for thebusinessand

positiveattitude towards stakeholders that, in turn,bringabout reputationandgood

imageofthecorporate(Du,Bhattacharya&Sen,2007,2009,2010).Further,communication

ofCSRcanbeusedasatooltodemonstratethecorporatetransparency(Podnar,2008).

Thetheoriesofcommunication,basically,aimtotransmitinformationthroughthemedia

toraiseawarenessandunderstandingtotheaudience.Atpresent,however,therearea

varietyofcommunicationmediawithmuchgreaterchoicestobechosenforappropriate

andeasytounderstandwaystocommunicatethecorporatesocialresponsibilityconcept

andactivitiesofthebusiness(Christensen&Cheney,2011;Schultz&Wehmeier,2010).

Methodology

Theresearchersemployedaqualitativeresearchmethodand inductive inference

ofresults inthisstudy. InterpretationofPhenomenawasusedasaguidetounderstand

themeaningelicitedfromthosewhohaveexperience intheprimarycommonmeaning

ofthesubjectofthestudy.TheconceptofInterpretationofPhenomenaorHermeneutic

person isa reasonablemethodofdatacollection to interpret this typeof information.

Thisconceptbelievesthatpeopleareveryimportantsourcestothestudysincetheideas

orinformationweregainedfromeachoftheirownuniqueexperience.However,thesource

personsneedtohaveimportanttraits,suchastheyhavebeenlivinginthetargetareaof

studyenvironment;theyarevalued intermsofexperienceandknowledge inthetarget

areaofstudywhocangivevaluablemeaningandinterpretationofthesubjectofthestudy

(Brentano,2014;Husserl,2012).AlthoughInterpretationofPhenomenaineachtheoryhave

slightlydifferentfocuses,allinall,thecommonconceptofphenomenologyisbasedon

theconceptof“What istrue isnotnecessarilysomethingthatcanalwaysbeperceived


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bythesenses”.However,manycanbeaccessibleonlybyunderstandinggainedfromthe

sameexperienceofcreatingtheconformityofessence.Theideasofsameunderstanding

andsameexperiencefromseveralindividualsisconsistentwiththeconceptofHeidegger’s

phenomenology“constructivism”whichisatheorythatrepresentsafoundationstonein

buildingtheknowledgeofthestudy.Theetymologyof“construct”means“build”and

inthiscaseitreferstothecreationofknowledge,mostlyfromthefindingsofthestudy

(Creswell&Plano,2007;Bhodhisita,2007;Duffy&Cunningham,1996).

Research Population and Sample

The researchers targetedaspecificgroup representing thekey informants in the

MICE industry area to achievea true reflectionof theexperience for the synthesis

of communicating CSR issues to the public. This group of informants comprised

aspecificgroupof11scholarsinmarketingandmarketingcommunications,executivesof

organizationsrelatedtoMICE,andoperatorsinvolvedintheMICEindustry.Thenumberof

informantsdependedontheadequacyofthegainedinformation.Whentheinformation

wasavailableandsufficienttoanswertheresearchquestionsandcompletealldimensions

ofthestudythatwastheendofaninterview.Thisdatacollectingmethodisinlinewith

themethodofqualitativeresearchstatingthatphenomenologicaldataisadequatewhen

interviewswith5–10informants(Houser,2008).Inthisstudydatawasgainedadequately

withtheunstructuredin–depthinterviewswiththesuitabletargetgroupof11informants

(VanManen,1978;Creswell&Plano,2007).

DataCollectingMethod

The researchers collected thedataby employing theunstructured in–depth

interviewswithindividualinformants.Theunstructuredinterviewwasusedsothatitcan

provideprofounddepthof information. Interviewquestions,however,werewelldrafted

forthefactualinformation,opinionsandattitudesontheissues,whileresearchersmade

theinterviewmorelikeadailytalk.Forthistypeofdatacollection,theresearchersmust

beexperiencedandwellpreparedbeforetheinterviewsoastoelicitfactualinformation,

opinionsandattitudesonthe issuesofthestudy. Inotherwords,obtainingthistypeof

datadependsmostlyon theabilityof researchers inaskingquestions toelicitmore

in–depth informationon issuesof the research (Creswell&Plano,2007;Holsti, 1969;

Chantawanichom,S.,2011).


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DataAnalysis

The resultsofanalysisofdatawerederived from InterpretationofPhenomena

basedonColaizzi’smethodasawayofunderstandingthehumanexperience.Itrequires

aprocessoflearningfromadialogwiththeexperiencedpersonwhocantransmitdatato

adeepandsynchronizedreality.Thisqualitativephenomenologicaldataanalysiscanbe

dividedintothreestages:1)avarietyofmethodswereemployedtomakesurethatdata

werewell–organized,while thosenot involved in the studywere truncated.2)The

gaineddatawerethendisplayedbymeansofadescriptive report,and3) thefindings,

conclusionsand inferencesof the resultswerefinallydraftedandexaminedtoanswer

thequestionsoftheresearch(Plodpleung,A.,2014;Benner,1994;Houser,2008;Leonard,

1989). Inthisstudydatacollection followsthestagesas:first, thedata recordedduring

the interviewweretranscribedforseveral timestoobtainthenecessaryandadequate

informationforunderstandingthecorrectmeaningof the information.Next, theresults

ofeachinterviewwillthenbereviewedindetail.Thisisavitalstagetogetthenoteworthy

essenceof the interviews. Themain issueswerefinally categorizedby keywordsor

phrasesandexplained indetail inadescriptive report,while someambiguous issues

wereclarifiedsothattheycanbeeasilyunderstood.

ResearchContextandDiscussion

CommunicationofCSRoftheMICEindustryinThailand,formtheinterviewresults,

canbecategorizedintothreemaincomponents.

Thefirstmajorcomponent isEnvironmental Impact :Theenvironmental issues

arethetopicsofconcernsofpeopleinthesociety.MICEoperationalactivities,asapart

of thetourismbusiness,canunavoidablecausenegative impactsontheenvironment.

Thetouristswillhavetousethelimitedresourcesavailabletotheirinfiniteneeds.Soitis

essentialthatallstakeholders inMICEbusinessrecognizeandcooperate inpreservation

oftheenvironment(Archer,1996;Thomas,1992;Laarman&Gregersen,1996).FortheMICE

industry,theconsumptionofresourcesrelatedtofoodsanddrinksisanimportantpartof

itsevents.Withalargenumberoftourists,therewillbeanincreasingamountoftrashand

wastesandthisaffectsthecommunityandenvironment,both inshortandlongterms.

Thewastemanagement,therefore,mustbewellplannedandimplementedinduetime

andnotbeingignoredforitmaycauseproblemsinalatertime.Thisissueofenvironmental

impact isofconcernofoneof the intervieweessaying,“InMICE Industrywhich isone

typeof tourismmodels, foodandbeverage servicesareessential in theirbusiness


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activities;andthiscausesanenormousamountoftrashandwaste.However,ifthewasteis

managedwell,itwillnotharmtheenvironment.Therefore,goodcaresmustbetakenin

theuseofresourcesandwastemanagementtocarefortheenvironment.”Thefindingsof

thisresearchshowedthatthefirstmainCSRcommunicationcomponentofenvironmental

impact canbe furtherdivided into three sub–elements. Thefirst sub–elementwas

impactsonthelimitedresources.Itisthereforecrucialthatallinvolvedsectorsfocuson

thecommoncarefortheenvironmentandcommunicationofthisissueshouldbedone,

soas tocreateawarenessandunderstandingonthe impactonthe resources through

the clear andmodern communicationmedia. The second sub–element, foodand

beverageweredirectlyrelatedtotheactivitiesandservicesofMICEindustry.Theservices

onfoodandbeveragehavetobewellplannedforthesakeofenvironmentalconcerns.

Inthemeantime,communicationsonqualityof foodandbeveragesuchas ingredients,

manufacturingandexpiringdatesmustbeclearlyshowntoensurequalityandsafetyfor

thetouristconsumers.Thethirdsub–element,wastemanagementmustbewellplanned

anddone.Communicationmustbedonewithall typesofmediatocreatecooperation

andawarenessinreducingwastecausedbyconsumptionoffoodandbeverage.Promotion

on theuseofbiodegradablepackagingandpractices in reduce, reuseand recycleof

packaging shouldbedone throughcommunications thatprovideactualandeasy to

understandinformation.

The secondmajorcomponent is societyandeconomy: theorganizationwitha

focusonsocial responsibilityholdstheconceptionofgrowingtogetherwiththesociety

andeconomy, not only on themonetary gains. Business shouldbeheadedby a

constructive impactonsociety: contributing to society, involving the societyand the

societywill, in turn,attend to the sustainablecompetitivenessofbusinessesand its

economic growth.As theMICE industry is currentlyaiming tocater theirbusiness to

destinations in the regions (Archer,1996;Laarman&Gregersen,1996).Thisconceptof

mutual support is in accordancewith the information gained from the interviews

“Atpresent, it is impossible for theenterprise to growalone; it should growalong

sociallyandeconomicallywiththecommunityand incomplianceto lawsandwaysof

localliving,”ThesecondmainCSRcomponentconcerningsocietyandeconomycanbe

furtherdividedintothreesub–elements.Thefirstsub–elementiscomplianceandrespect

tothelaws.Atpresent,communicationintheissuesconcerningemployee’srightshouldbe

accurate,clearandup–to–date.Thestraightforwardinformationshouldbegiven,suchas

theemployee’sbenefitsand their rights, compensation in regular timeandovertime,


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informationonsafetypolicyoreventheright totake leaves.Thesecondsub–element

is tomaintain thewayof lifeandculture.Thesustainableeconomicgrowthmustgo

alongwiththatofthelocallifestyleandculture.Thiscanhappenthroughthecreationof

activities toenableparticipationandexchangesofknowledgeand ideas.Cultureand

local life is valuable andmust remain forever in tandemwith the growth of the

economyand society. Communication component in this areamustbedone fully

forbetterunderstanding toachieveawarenessandawillingness to shareand learn.

Thethirdsub–elementisthesocialandeconomicgrowth.MICEindustryisanopportunity

tocreateincomesandjobsfortheworkersinthetouringdestinations.Atthesametime,

theorganizationsor enterpriseshave todevelop their owncapacity tomeet their

customers’demandandtheirownbusinessgoal. It isessential thatorganizationsselect

theeffectiveways tocommunicate to thepublicon theeconomicandsocial growth

alongwiththeirbusinessgrowth.

Thethirdmajorcomponentconcernsstakeholders.InMICEbusiness,thereareseveral

partiesconsistingofshareholders,customers,employeesandvendors,whohavebeen

affected,bothdirectlyand indirectly.Howtheorganizationsaremanagedwill inevitably

beexpectedbyallstakeholders.Theactivities/eventstheyorganizewillhavebothpositive

andnegative impactsonallstakeholders, including localcommunities,employeesand

evensuppliersofgoodsandservices.Therefore,organizationsmustbeabletocarryout

activitiesthatcanmeettheneedsofallstakeholdersasmuchaspossible(Freedman,1984;

Foster&Jonker,2005).This idea isconsistentwiththedatagainedfromthe interviewees

that“Stakeholdersare those thatorganizationsneed tocare for.For their successful

eventsplanningandschedulingofMICEactivitiesshouldbeorganized inordertomeet

thedemandsandneedsofallpartiesinthebusiness, includingcustomers,employeesor

localcommunitiesandmanufacturers”.ThethirdmainCSRcommunicationcomponent

ofstakeholderscanbe furtherdivided intothreesub–elements.Thefirstsub–element

s local areasandcommunity.The stakeholders shouldbeable to straightforwardly

share and learn about thebenefits and impacts the local communitywill have.

All stakeholders should learn and exchange ideas and information openly and

sincerely formutual understanding and benefits. The second sub–element is

employees. At present, human rights law and international agreements prioritize

theworkers/employeesasan importantmechanismtodrivethesuccessfulactivitiesof

theorganization.Fororganizationalgrowthandsustainabilityofabusiness it isnecessary

that thebusiness givepriority to thecareandattention toemployeeswith fairness.


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Employees shouldbeable todevelopcontinuously inknowledgeandskills togrow

professionallyintheirjobwiththefullsupportbytheorganizations.Thethirdsub–element

is theentrepreneurs.Themanufacturerof theproducts is an importantpartof the

stakeholdersindrivingbusinessplansofactiontoachievethegoal.Sharingandlearning

fromaccurateandcompleteinformationhelpscreateconformitybetweenentrepreneurs

andthecorporate,resultinginefficientdecisionmakinginMICEbusiness.

Findings

Thethreemaincomponentsandninesub–elementsofcorporatesocialresponsibility

communicationforThailand’sMICEindustryaredraftedinthefollowingchart.

Conclusion

Findingsof the studyonCorporateSocialResponsibility (CSR)Communication

Elementsof theMICE Industry inThailandwere inaccordancewiththecommunication

theoriesintermsofthethreemaincomponentsforcommunication,consistingofsender,

messageand receiver.Thefindingsof thecurrent researchwereexplained in termsof

messages tobe communicated. Themessages concerningCSRofMICE industry in

CSR Communication

Environment

Skatesholder

Resources

Food&Beverage

Waste

Compliancetolaw

Life&Culture

Social&EconomicGrowth

LocalCommunity

Staff

Manufacturers

Society&Economy


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Thailandshouldcomprise the threemaincomponentsof impacts to theenvironment,

societyandeconomy,and livingandcultureof thecountry.Themessageconcerning

impactstotheenvironmentcovereddetailedimpactsofthebusinesstonaturalresources

both renewableandnonrenewable.Servicesof foodandbeveragecouldalsocause

environmentalproblems,withoutagoodmanagementofwaste.The impactsofMICE

industryonthesocietyandeconomyofthecountryconcerntheissuesofcomplianceto

thelaws,howtoretainthewaysoflivingandcultures,andhowtoenhancethesocialand

economicgrowthofthelocalcommunity.ThefinalimpactsofMICEindustryarethoseto

allthestakeholdersofthebusiness,includingthelocalcommunity,thestaff/employeeand

themanufacturers/entrepreneurs,allofwhichshouldequallybenefitfromtheindustry.

Threemain components andnine sub–elementsofMICECSRcommunication

wereemergingfromthesynthesisofqualitativedataofthecurrentstudy.Thesefindings

shouldbecommunicatedtothecustomersandthepublic.Thefirstkeycomponent is

environmentalconcernwith thesub–elementsofcompounded impacton resources.

This shouldbeof social responsibility in the issueson resourceuse, cooperation in

conserving resourcesandstatisticsonavailabilityand run–outof resources.Messages

concerning foodanddrinkmustbecommunicated inCSR–relatedcontent including

manufacturingandexpirydates,ingredients,andnutritionelementsandotherfoodsafety

informationmustbeclearlyshown.Anothersub–elementof thiskeyCSRcomponent

concernswastemanagement.Contents tobecommunicated should includecontrol

ofwaste, recyclingand impactsof the increasingvolumeofwaste.Thesecondmain

component is societyandeconomyconcernwith threesub–elementsof respectand

compliance to the law.Messages shouldprovide informationon theprotectionof

workers’rightsandbenefits,suchaschildlabor,regularandovertimecompensationand

safetypolicy foremployees.Another sub–elementconcernsconservationof lifestyle

andcultureof the localcommunity. Informationsuchas localuniquenessandbeliefs

shouldbesharedandlearnedsoastoconveythevalueoflifeandlocalculture.Thelast

sub–elementinthiscategoryisopportunitiestoearnmoneyandservicestobeprovided

inresponsetocustomerdemand,andinnovationstobeused,allofwhichcanbringabout

sustainabledevelopmentto individualsandthelocalcommunityasawhole.Thethird

maincomponent is thestakeholders.Thefirstsub–elementof thiscategory isof local

areasandcommunity.Thesentmessage shouldprovide informationon thebenefits

andadverseeffectsandparticipation in socialdevelopmentof the localcommunity.

Thesecondsub–elementconcernsthestakeholdersinworkforce.Theemployeemustbe


61


providedwith opportunities for professional development, the guidelines for the

developmentofknowledgeandskills.Thethirdsub–componentconcernsmanufacturers

/entrepreneurs. Importantmessage to communicate in this area comprisesproduct

standards,qualityimprovementschemesfortheproducts/servicestomeetthedemand.

Provisionofinformationonalloftheseaspectswillenhancethecustomer’sdecisionto

usetheproducts/services.

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