CSR Project Management

Green Management

Le Meridien Hotel, Kota Kinabalu

1.0 Introduction

Corporate Social Responsibility (CSR) has gained significant momentum in recent years. The

push is on to identify projects that reflect the corporation's sense of social responsibility and to

tailor projects to reflect that sense. This is perhaps a step in the right direction when it comes to

the corporation's position in the host community, but is extremely difficult and complex in its

implementation. Many management experts say that companies will survive and continue to

survive (sustainable advantage) if able to compete with competitors, one way is that the company

will be able to survive if adaptive to the environment. Many ways can be done by the company

to make it happen, and one of them is to apply corporate social responsibility, or corporate social

responsibility.

Today, the word Corporate Social Responsibility is a very popular word where in company

profiles generally contained within websites almost always feature this activity. CSR which is a

social activity is often called Sustainability Development. Corporate Social Responsibility

Program or commonly abbreviated as CSR in general interpreted as a form of corporate concern

to the surrounding environment. Corporate Social Responsibility (CSR) is a corporate or

business world commitment to contribute to sustainable economic development with due regard

to social responsibility. Actually CSR program has been done since the beginning of the 20th

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century, but according to evidence of literature, since 50 years ago new CSR activities began to

be documented (Carrol, 1999). Allegedly at the beginning of the CSR program, this activity is

not required or there is no law governing CSR programs. So at that time not all companies do

CSR activities.

The form of CSR activities also changes from time to time. At first this activity is not a

mandatory activity and is only for the short term. But in its development, the CSR program is of

a long term nature and its importance not only for the company but also for the benefit of the

community around the company, even at the district and provincial levels. At present, almost

every country regulates the obligation of companies to create CSR programs as an effort to

improve the welfare of communities outside the enterprise to support economic improvement.

The tourism industry in general and the hotel industry in particular must also conduct CSR

programs with the aim of community economic empowerment and environmental preservation.

Hotel is one element of tourism that has a big role in providing services for tourists. The hotel is

not a tourist destination but it is a place where tourists rest and organize their next activities.

Therefore, hotels with various facilities must be able to meet the needs of the tourists. Hotels

with qualified human resources are needed to meet the expectations of the guests, hence having

qualified employees become a significant and important hotel within the hotel by the fact that

guests who want to enjoy the various facilities within the hotel almost all want a service with a

source Quality human resources.

Hotel management continuously evaluate and improve service besides its products can surely

improve the quality according to what is expected by the guest. Quality improvement is often

associated with the value of a product, especially in the improvement of services, especially

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services, so that the application in accordance with consumer expectations. Acquiring products in

the form of quality services must be selective and not impressed follow-up, so customers are not

disappointed if it turns out the standard used is not one person different from what is desired by

others.

The existence of cooperation between the Hotels with a company will certainly be able to

improve the quality of a Hotel. In addition, there is a reciprocal of the Hotel to the respective

company related to Corporate Social Responsibility. Cooperation will certainly be able to

provide information about the Hotel who concerned both internally and externally.

The rapid development of hotel business world resulted in the emergence of competition in

grabbing the attention of its audiences. One effort made by the company to maintain its existence

in the eyes of the public is to maintain good relations with the public in order to create an image

(image) in accordance with company expectations. Negative events affecting a number of

companies, especially after reform, should be valuable lessons for owners and management of

the company to give better attention and responsibility to the community, especially around the

company site. Because the continuity of a business is not only determined by the level of profit,

but also corporate social responsibility.

In fostering the relationship between the company and the public one of the activities undertaken

Public Relations is with CSR (Corporate Social Responsibility). The existence of CSR makes the

industry able to carry out its responsibilities and also the feeling of sharing with the community

can be accomplished, thus creating a balance between the life and continuity of the company as

well as the community. In addition to CSR activities commonly performed by Public Relations,

among others, holding an event such as seminars, talk shows, and others related to the interaction

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to the community and fellow colleagues. Then Public Relations can also coordinate with the

marketing / marketing division in implementing its strategies, for example by distributing

leaflets, banners, brochures or pamphlets to the community, in addition to sales promotion it can

also be used as a medium to interact with the community indirectly with the purpose Affect

society at large.

One of the five-star hotels in Kota Kinabalu, Le Meridien Hotel, also relies on Public Relations

(at Le Meridien Public Relations Hotel also called as Marketing Communication) to smoothen its

hospitality business. As a company that is innovating in the use of meeting rooms, Hotel Le

Meridien needs public support. One way used is to establish good relations with the mass media.

Making good relations with the mass media is done by Public Relations Hotel Le Meridien,

which is under Sales & Marketing Department. According to Scott M. Cutlip (2006: 6), public

relations is a management function that builds and maintains good and useful relationships

between organizations and the public that affect the success or failure of the organization. The

notion of public relations includes building and maintaining good relations with the mass media,

or known as media relations.

According to Yosal Iriantara (2008: 32), media In doing media relations, Hotel Le Meridien

always try to foster good relations with the mass media, both print and electronic media. The

goal is to get publications in the mass media, as well as promotions. Promotion is basically

informing or informing people or consumers about products or services offered with the aim that

people or consumers are willing to try even to buy products or services offered. Informing the

company to the public is highly unlikely done face to face with one by one public, but company

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requires mass media to disseminate the information. The media masses have great power to

influence the public, so the message in the form of company information can reach the audience

target. That way, mass media can be a partner, especially for disseminate and provide company

information.

This writing will be sought the conclusion whether CSR program run by a hotel is a profit or

even become a loss for the hotel. This view arises because with the CSR program, the hotel must

provide special funds for the implementation of CSR that may reduce the profits of the hotel. In

addition, this writing will see whether the hotel mind has applied green management in the CSR

program and to which stage of the implementation of green management. To prepare a report for

this CSR project, I appreciate the opportunity to meet the Human Resources Manager; Jaclyn

Low and she said the group deeply values people and CSR programme plays a role to serve back

to the society.

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2.0 How The CSR Project Is Embarked?

Green Management began to bloom in about the 1960s. Green Management is the awareness of

the Managers of the impact of the company's operations on the natural environment (Robbins &

Coulter, 2012). With the Green Management of the Manager will think about what impact will

affect the nature of the products produced. For example in the production of goods, Coca Cola as

one of the soft drink companies, replacing all Coca-Cola refrigeration and vending machines into

HFC-free cooling (hydrofluorocarbon emissions). HFC is an emission that can damage the ozone

layer.

From some concrete actions by business actors in both the hospitality industry and other

industries, it can be categorized as the level or stage of the implementation of Green

management, this stage is referred to as Green Approaches (Robbins & Coulter, 2012):

i. The legal approach: in this stage, the actions the company takes in business of saving the

environment is limited to obeying the rules. This is the lowest stage of awareness of

environmental rescue, and is a social obligation only.

ii. The market approach: at this stage any request requested by consumers (only one party)

in terms of saving the environment will be met by the company. This stage is included in

social responsiveness. An example is when DuPont companies respond to consumer

demand (farmers) to reduce the use of chemical / pesticide drugs to their plants, the

DuPont make herbicide drugs that are environmentally friendly and can reduce the use of

pesticides by farmers to their crops.

iii. The stakeholder approach: at this stage the company seeks to prioritize the interests of

saving the environment to meet the demands of various stakeholders / stakeholders such

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 as employees, distributors, or community environments. For example: Hotel Le

Orangeries which has environmental program starting from supply chain (suppliers),

product design (customer) and work operation (employees and community).

iv. The Activist approach: This stage is the last stage where the concern for the environment

is very high and this is the social responsibility. For example: Hotel Les Orangeries

which has an environmental program starting from supply chain with less carbon and

recycle product, hotel product design with ecofriendly design, and work operation

(employees and community).

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3.0 How These Items Are Implemented?

3.1 Job Assignment

Understanding green management can not only be linked in decision-making issues to the

company's operations. In terms of marketing, also known as the term green marketing. In

Boone and Kurtz (2012) mentioned, Green Marketing is the marketers tie their

companies and products to ecological themes. Consumers have responded by purchasing

more and more of these goods, providing profits and opportunities for growth to the

companies that make and sell them. With all the development of CSR activities how CSR

developments in industrial hotels today. We can see some examples of CSR activities

from some large-scale hotel groups.

While some concrete efforts TOTAL in effort to pay attention to aspect of environmental

sustainability at every business location and environment around Company, implemented

by:

i. Maintain environmental sustainability.

ii. Comply with laws and environmental management standards.

iii. Provide all equipment and environmental management equipment.

iv. Make adjustments and improve the environment to reduce negative environmental

impacts and develop positive impacts and utilize natural resources wisely.

v. Take action that is promotive and preventive to anticipate emergency.

vi. Investigate and investigate the environmental pollution that occurs.

vii. Make a report on any environmental pollution that occurred.

viii. Conduct periodic inspections, inspections and evaluations of all facilities.

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 ix. Conducting training on environmental pollution prevention.

x. Counseling the use and disposal of hazardous chemicals

Implementation of Corporate Social Responsibility programs has the following scope:

i. Achieve social awareness and contribute to the development and empowerment of

communities, especially around the center of operations and their support.

ii. Corporate social responsibility is part of the Company's vision to deliver more

value to the stakeholders in order to create a good, forward and growing synergy.

iii. The Company has legal and social, moral, and ethical obligations and

responsibilities to respect the interests of the surrounding community as the

Company's success is inseparable from its harmonious, dynamic and mutually

beneficial relationships with the surrounding community.

This training is recommended to be followed by:

Manager and Staff Public Relations (PR), Corporate Secretary, Corporate

Communications

Corporate work units associated with CSR, Community Development or

Community Relations

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3.2 Time Arrangement

Date : 10 May 2017

Theme: Shared Value For Profitable Csr Practices

Location: Meeting Room, Le Meridien Hotel, Kota Kinabalu

The content of the CSR Program is as below:

Time Activities

8.00 AM Delegate and Media Registration

Future CSR Leaders (for participants of the Future CSR

8.30 AM Leaders program only)

Addressed by Dato William Ng, President, Enterprise Asia

Welcome Address
9.00 AM
by Tan Sri Dr Fong Chan Onn, Chairman, Enterprise Asia

Keynote Address by Francis Lui, Vice Chairman,

9.10 AM
Galaxy Entertainment Group

Ministerial Roundtable: Creating a Legislative

Framework for Green Management Practices

Moderator: Tan Sri Ahmad Fuzi Abdul Razak, Advisor,

9.20 AM
Enterprise Asia, and

Secretary General, World Islamic Economic Forum

Foundation, Malaysia

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 Panellist:

1. Dr. Ir. Siti Nurbaya Bakar, Minister of Environment and

Forestry, Malaysia

2. Congresswoman Gwendolyn Garcia, Member of House of

Representatives /former Governor of Cebu Philippines

3. Dr Eugene Chien, former Minister of Foreign Affairs /

Minister of Environment, Taiwan

10.20 AM Networking Break

Beyond CSR - Creating Shared Value

10.40 AM By David Laurel, Consultant, Shared Value Initiative,

Philippines

Case Study Session by Yodphot Wongrukmit, Senior

11.10 AM Executive Vice President, Corporate Administration and

Information Technology, The Bangchak Petroleum Public

Company Limited, Thailand

CEO Roundtable: Creating Shared Value and Impact on

Business Profitability

Moderator: Niven Huang, General Manager of KPMG

Sustainability Consulting Co., Ltd., Chairman of the

11.40 AM
Advisory Board of ASrIA, Taiwan.

Panellists:

i. Dr Adachi Naoki, Founder and CEO of

Response Ability, Inc. and Executive Director

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 of Japan Business Initiative for Biodiversity,

Japan.

ii. Paul Janelle, President Director of PT HM

Sampoerna Tbk, Malaysia

iii. Seah Kian Peng, CEO, NTUC Fairprice Co-

operative Ltd, Singapore

12.40 PM Lunch

Migration from ESG to Shared Value Investing

Alexandra Tracy, President, Hoi Ping Ventures / Chairman,

1.45 PM
ASrIA, Hong Kong

Best Practice Panel Session: Checking Boxes vs Going The

Extra Mile.

Moderator: Lt. General Sudhir Sharma, Advisor to

Enterprise Asia and former Quartermaster General,

Indian Army, India

Panellists:
2.15 PM
i. Dr Milagros O. How, Executive Vice President

of Universal Harvester, Inc., Philippines

ii. Batara Sianturi, CEO of Citi Philippines and

incoming CEO of Citi Malaysia, Malaysia

iii. Dato Michael Tio, Group Managing Director of

PKT Logistics Group Sdn Bhd, Malaysia

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 3.15 PM Closing

3.3 Budget

Details Expenses

Arrangements

Facilities RM250.00

Food (includes food for workers during planning) RM2550.00

Total RM2800.00

Hospitality

Hospitality (Reception) RM350.00

Packets (printed bags, tissues, lotion, novelty items) RM1200.00

Photo expense (photographing conference/scrapbook) RM100.00

Plastic name tag covers RM200.00

Miscellaneous expense RM150.00

Total RM2800.00

Program

Honorarium (instrumentalists, soloists) RM800.00

Honorarium (keynote speaker, seminar leaders) RM10,000.00

Transportation and lodging for guest leaders RM1900.00

Total RM15700.00

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Public Relations

Newspaper advertisement RM400.00

Radio advertisement RM400.00

Statewide mail out (postage) RM500.00

Printed materials (brochures and program) RM800.00

Postage (newsletters, registration information) RM200.00

Miscellaneous publicity RM200.00

RM2500.00
Total

Decorations

General decorations RM 1200.00

Sanctuary decorations RM250.00

Displays and bulletin boards RM150.00

Miscellaneous decorating expense RM150.00

Total RM1750.00

Childcare

Total RM1000.00

Miscellaneous

Receptionist during event RM 150.00

Maintenance/moving during event RM300.00

Total RM 450.00

TOTAL EXPENSES RM24,000.00

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3.4 Project Duration

As a starter, green management project duration will be in 12 month (1 year) after the

seminar of green management held in 10 May 2017. This means, the implementation of

green management will be supervise again in May 2018.

3.5 Managing Changes/ Objective

Green Management of a Hotel is a hotel design that synergizes tourism and ecology

sectors in line with the concept of green architecture with emphasis on energy efficiency.

In this Green Hotel management will use the system chain operated system that is a

company system managed with the same management system for all operational

activities. The hotels are operated like linked links between one with other. The purpose

of Green Hotel is to provide accommodation facilities in the form of hotels by applying

green architectural concepts based on sustainable tourism development. That the tourism

industry is expected to run sustainably without sacrificing future generations. So the goal

must be achieved is to provide a container to accommodate and provide services for

tourists through adequate facilities and are recreative and commercially based on

environmental awareness. The scope of services provided by the Green Hotel in general

almost the same as other hotels include basic needs such as sleeping, eating, drinking,

bathing, entertainment, or recreation. In addition, this CSR program also aimed to the

interest to grow the love of nature, such as diving and fishing.

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3.6 Performances

Green management including building standardization and assessment began in the

United Kingdom in 1990 when the government-owned Building Research and

Establishment (BRE) institute formulated a standard called Building Research and

Establishment's Environmental Assessment Method (BREEAM). BREEAM is the

world's oldest, most complete, and most detailed green level of assessment. BREEAM's

assessed parameters cover 10 aspects of management, health and quality of life, energy,

transportation, water, materials, waste, land use and ecology, pollution and innovation.

Greenship is a green building standard developed by the Green Malaysia Consul Society.

The consul was formed by the non-government sector, although in its development it was

later supported by a number of government agencies in Malaysia. GBC Malaysia

prepares the green standard that is applied in Malaysia as Greenship. There are seven

aspects that are assessed in the Greenship standard, namely appropriate site development,

energy efficiency and conservation, material and recycle resources (material and cycle

materials), indoor and comfort health (indoor health and comfort ), Building Conditions

Environment and building management (building environment and management).

In the encyclopedia dictionary, Green Hotel is a hotel or accommodation built with

attention to the environment in which the hotel is built to minimize the impact it has on

the environment. The characteristics of the green management of a hotel itself are:

1. Housekeeping using a cleaning tool that does not contain toxins.

2. Bedding, pillows and mattresses using 100% organic cotton material.

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3. A smoke free environment.

4. Using renewable energy such as wind and solar cells.

5. Soaps and amenities made of organic material.

6. Using natural light so that energy-efficient electricity.

7. Use energy-efficient vehicles within the hotel environment.

8. Serve organic food from the local area.

9. Use reusable tableware.

10. Wastewater treatment from bathroom, kitchen and laundry to water the garden.

11. Newspapers from recycled materials.

According to the Minister of Tourism, Green Management of a Hotel is a hotel that

implements environmental awareness and sustainable tourism development.

There are three fundamental reasons to apply Green Hotel to the tourism industry in

Malaysia:

i. The tourism industry such as hotels should be able to participate in the dangers of

climate change due to global warming by reducing carbon emissions, saving

energy, conserving water, and using environmentally friendly materials.

ii. Hotels that conserve energy such as electricity, water, and fuel are apparently

aimed at saving on the hotel's operational expenses.

iii. Demands from the public that business actors participate in energy saving and

environmental awareness.

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There are 10 criteria of appraisers in Green Hotel Award 2013 covering, land use, energy

use, water conservation, environmentally friendly materials, air quality, waste

management, green purchasing, hotel management, food management and corporate

social responsibility (CSR). In ASEAN TOURSM STANDARDS, the Green Hotel sense

is a hotel that is environmentally friendly and uses renewable energy. The criteria that

make the hotel called 'green' are:

i. In the operational and maintenance stages are based on an environmentally

friendly strategy.

ii. Using products that are environmentally friendly.

iii. The existence of the concern of the hotel to the surrounding community.

iv. Human resources who understand and care about the environment.

v. Waste processing management.

vi. Energy efficiency.

vii. Water efficiency.

viii. Indoor air quality.

ix. Control of noise.

x. Wastewater treatment.

xi. Use of non-toxic materials.

From the above explanation the authors can conclude that the Green Hotel is a hotel

design that synergizes the tourism and ecology sector in line with the concept of green

architecture by prioritizing energy efficiency.

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4.0 The Challenges In Developing The Project

Corporate Social Responsibility (CSR) Program is a responsible corporate liability not only for

consumers, shareholders or employees. Now the company is also doing CSR program to the

surrounding environment. The development of a country is not only the responsibility of

government and industry alone, but every human being also plays a role in realizing social

welfare and managing the quality of life of the community. Now the business world is no longer

just looking at the company's financial records alone (single bottom line), but already includes

financial, social, and environmental aspects (Triple bottom line). The synergy of these three

elements is key to the concept of sustainable development. The concept of corporate social

responsibility has been known since the early 1970s, which is generally defined as a collection of

policies and practices related to stakeholders, values, legal needs, community awards, the

environment, and the business world's commitment to contribute to sustainable development.

CSR is not only a creative activity of the company and is not limited to the fulfillment of the rule

of law alone (Siregar, 2007). Many people do not believe that the company is not serious in

implementing CSR. They assume that a company is pursuing profit only, it is impossible to have

a noble purpose and aim to empower the community, respect its labor rights, and not damage the

environment. It is therefore not possible to sue the company to be socially responsible. CSR does

not provide financial results in the short term. However CSR will have a direct and indirect

impact on the company's future finances. Investors also want their investment and public

confidence in their company to have a good image. Therefore, CSR programs are more

appropriate when classified as investment and should be a business strategy of a company

(Siregar, 2007). A company with high profitability should carry out its corporate social

responsibility in a transparent manner. However, in reality domestic hotels have not carried out

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corporate social responsibility in a transparent manner. The public hopes that hotels will not only

be responsible to investors and management, but also to the wider society.

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5.0 The Problem Managing The Projects

6.0 The Risk Occurred

The Le Meridian Hotel is located in Greensboro, New York. Consisting of 147 rooms with

supporting facilities such as restaurant, conference room, meeting room and event facilities. The

Le Meridian Hotel was built in November 2007, the hotel was awarded LEED Platinum by

USGBC for adopting green building concept. One of the treadmill processing strategies used is

with restoring the small lake that is around the tread. The restoration stage is done by making the

erosion to prevent erosion, maintain and maintain native plants around the lake, through the

arrangement of adding plants and rocks for Appear more natural. Energy efficiency is a very

important issue where its application in order not to reduce the comfort of hotel occupants.

Application of energy-efficient technology is one solution that can save energy up to 33.5% of

hotels in general. Electrical mechanical installations applied are geothermal refrigeration system,

variable speed hood, sensor technologies, regenerative elevators, insulated precast envelopes,

and installing 100 solar panels for water heating. The Le Meridian Hotel uses precast concrete

wall panel system, which by this system can reduce radiation exposure Sunlight and reduce

waste generated at the time of construction.

Below are some risks that they might face

a. Financial Risk

Management mutations are very high

Management is very interested to achieve profit projection

Bad reputation management in the public eye

The profitability of the entity is below the average of similar industries

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 Inconsistent earnings

Performance is greatly influenced by external factors

Entities are in the down-leaf industry

Decentralization of power is not equipped with strengthening control

The entity does not seem to be going concern

Many exceptions, many accounting issues

Many transactions or balances are difficult to audit

Many unusual relationship deals

To reduce risk, the auditor shall obtain the LK assertion in the form of a statement of

management (1) existence, (2) completeness, (3) rights and obligations, (4) evaluation and

allocation, (5) presentation And disclosure of various accounts and important accounts of

Financial Statements. For example, audit risks at the account balance level of accounting records,

financial statement items and similar group of transactions are

b. Misstated the account

Misstated accounts in connection with other accounts (inherent risk or control

risk)

The risk that the auditor failed to find the wrong book and / or misstatement

(detection risk).

At auditing standards, auditor considerations in the risk evaluation of account

balances and transaction types, for example are

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 The impact of risk-identified on the financial statements.

The complexity of accounting issues

The frequency of transactions is difficult-audited.

Misstatement findings on previous audits.

Possible misappropriation of assets.

Quality of process-data HR.

Elements of consideration in determining account balance.

The size of a post on the balance sheet.

The complexity of certain calculations.

c. Inheren Risk

The risk of misstatement of financial statements related to congenital risk due to the type

of business, type of industry, type of operation typical of the industry and the risk of

misstatement due to weak or no internal control. As an example:

Valuation of accounts receivable, assertion of receivables existence by

management, related to auditor concern about going concern.

Calculation of depreciation method of fixed asset and calculation of depreciation

expense of fixed asset

Cash is more vulnerable to theft than to inventory.

Technological changes that cause technology-intensive fixed assets must be

deleted-books faster due to technological sequence.

Various companies choose not to use system guidelines & procedures (written &

rigid) to improve creativity and customer service.

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 Moral, ethical standards, such as tuition may be accepted, your sustenance is a

cultural risk.

d. Control Risk

Controlling risks include the risk of misstatement of unavoidable or undiscovered

financial statements on a given time frame by an internal control structure, policy or

procedure. Various control risks always exist because of the inherent limitations of the

internal control structure. If the policies and procedures are ineffective, the auditor

exercises as much risk control assessments as possible, provided that the cost of risk

control should be less than the risk control benefit. In general, inherent control is

incapable of risking 0%, combat or mitigated by control-risk-related procedures. Control

risk is designed to minimize these residual risks wherever possible, then the remaining

risk becomes the task of detection strategies, system-detection procedures, KKN and

material misstatements.

e. Detection Risk

The risk of detection in the form of auditor risk is not able to detect

misstatements-material that actually exists.

The risk of detection came about

Uncertainty, mismanagement of audit procedures, incorrect audit procedures,

misinterpretation of audit results.

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7.0 The Key Success Factor For A Successful Of The Projects

Companies that practice CSR achieve better reputation, improved brand image, increases in

sales, more visible to investors, and increases in customer loyalty. It can also lead to enhanced

public relations and benefits. For example, due to LaRosas Pizzerias contribution to

community growth and development, two hundred volunteers, who had benefited from LaRosas

generosity over the years, came to the aid of LaRosas Pizzeria after a fire. The volunteers made

up for the short fall that resulted from inadequate insurance, with work and loans and saved the

pizzeria from bankruptcy.

Thus, companies deemed good corporate citizen are attractive to new customers and workers,

and assist in raising staff morale, and have lower operating expenses. A recent study by a

University of Chicago professor published in Management Accounting revealed that companies

that are perceived by the public to demonstrate more socially responsible business practices and

ethics are likely to perform financially better than those who do not. In 1995, a study conducted

by Vanderbilt University found that eight of ten cases of low-polluting companies financially

outperformed their dirtier competitors (Brands that do good, 2003; Act responsibly, 2004; Clark,

2006). As such, consumers prefer to do business with companies that have good CSR

reputations.

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8.0 Experience Of Failed And Its Solution

In making decisions, management, should consider environmental outcomes, which limit and/or

reduce the impact of operations on the natural environment. Hotels management need to

implement responsible measures because of high cost associated with electricity consumption for

heating/cooling, lighting, cooking, etc., which levies pressure on local resource and increase

costs. Thus, the impact on the total cost consumption of a hotel from energy conservation
measures is strong and more direct (Kasim, 2006).

Consumers are progressively more concerned with how companies make their money and are

expecting businesses to engage in responsible activities that will limit, as well as lessen their

social, ethical, and environmental impacts on society and the community. White, (2006) cautions

that, that travel-savvy consumers are more environmentally aware and that having
environmental and social programmes in place are a consideration in selecting accommodation.

Furthermore, any CSR program must involve the employees in order to achieve success. White

(2006) also points out that, It's not enough for senior management to devise new ways to engage

customers, to make these programs work; they must involve employees at all levels. This means

ensuring that everyone in the company is informed about CSR policies and practices and are
involved in implementing them.

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9.0 How To Monitor The Objective, Performance And Scope.

10.0 Your Experience In Conduction This Project/ Benefit/ Lesson Learned.

Corporate social responsibility means different things to different people. The underlying

themes regarding CRS are that it is good and necessary, activities within which businesses

participate should not be viewed or undertaken lightly, but rather, serious consideration must be

given to how best CSR should be implemented. To be effective and deemed as true corporate

citizens, businesses should not only demonstrate CSR during times of economic well being and

its practices, during such periods as the current recession, based on measures of

adherence. According to Porter & Kramer (2006), if corporations were to analyze their

opportunities for social responsibility using the same frameworks that guide their core business

choices, they would discover that CSR can be much more than a cost, a constraint, or a charitable

deed--it can be a potent source of innovation and competitive advantage. If hospitality

organizations adopt and integrate CSR into their organizational strategies, they can facilitate

innovativeness, increase and/or improve their organizational competitiveness, while at the same
time contributing to solving problems in society that may arise.

Implementation of CSR program is one form of implementation of good corporate governance

concept (Good Coporate Governance). Good Corporate Governance is required for the behavior

of business actors to have referrals by arranging relationships of all stakeholders' interests that

can be met proportionately, preventing significant errors in corporate strategy and ensuring the
mistakes that Happens to be fixed immediately.

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Understanding that, basically CSR has a function or a strategic role for the company, namely as

part of risk management, especially in forming social safety valve (social security). In addition

through CSR the company can also build its reputation, such as improving the image of the

company and its shareholders, the company's brand position, as well as the business field of the
company.

It should be emphasized that CSR is different from charity or social contribution. CSR should be

run on a program by taking into account the needs and sustainability of the program in the long

term. While social donations are more temporary and temporary. The spirit of CSR is expected

to be able to help create a balance between the company, society and the environment. Basically

corporate social responsibility is expected to be a culture for the Malaysian nation in particular,

and the world community in togetherness to overcome social and environmental problems.

The company's management decision to implement CSR programs on an ongoing basis is

basically a rational decision. Because the implementation of CSR programs will cause a golden

circle effect that will be enjoyed by the company and all its stakeholders. Through CSR, welfare

and socio-economic life of local communities and the wider community will be more secure.

This condition will in turn ensure the smoothness of the entire process or activity of the

company's production and marketing of the company's production. While preserving the

environment and nature in addition to ensuring the smoothness of the production process also

ensures the availability of raw materials produced from natural production.

If CSR is truly implemented effectively then it can strengthen or increase the accumulation of

social capital in order to improve the welfare of the community. Social capital, including

elements such as trust, cohesiveness, altruism, mutual cooperation, networking and social

collaboration have a major impact on economic growth. Through a variety of mechanisms, social

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capital can increase the sense of responsibility towards the public interest, the widespread

participation in the democratic process, the strengthening of community harmony and the decline

of violence and crime.

The responsibility of the company to the public interest can be realized through the

implementation of sustainable CSR programs and directly touch the aspects of community life.

Thus the realization of CSR programs is a corporate contribution indirectly to the strengthening

of social capital as a whole. Unlike the case with financial capital that can be quantitatively

calculated, social capital can not be calculated its value for sure. However, it can be emphasized

that the expenditure of CSR programs is an investment company to foster social capital.

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References

Boone, L. E., & Kurtz, D. L. (2012). Contemporary marketing. Ohio: South Western Cengage Learning.

Carrol, A. B. (2010). Corporate social responsibility: Evolution of a definitional construct. Business

Society, 38(3), 2-6.

Rio, B. (2010). Smart hotels. Malaysia Design, 7(40), 26-35.

Robbins, S. P., & Coulter, M. (2012). Management. Essex: Pearson Education.

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