Corporate Social Responsibilities in

a Hotel Industry : The Three Pillars

Of Responsible Business In the
Rezidor Hotel Group
Case Study: Responsible Business
in The Radisson Blu Djerba
A presentation Submitted by
Karima BEN SLIMENE
Under the Supervision of
Dr. Chokri SMAOUI

Outline

Introduction

Internship Report

Internship Project

Conclusion

Outline
Introduction

Internship Report

Internship Project

Conclusion

Introduction
General Objectives:
Having enough knowledge about the Radisson Blu
Djerba.
Giving an overview of the internship experience: Tasks,
responsibilities, observations, accomplishments and
challenges.
Identifying CSR in hotel industry.
Exploring the objectives of implementing RB program
in the Radisson Blu.
Discussing the three pillars of RB in the hotel.

Outline

Introduction

Internship Report

Internship Project

Conclusion

Internship report
1. The institution profile:
My three-month internship took place in the Radisson
Blu Djerba
A five stars hotel
A brand name of the Rezidor Hotel Group (ranks
among the five largest hotel management companies
in the world)

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The hotel slogan: Yes I Can! is the hotels guest

satisfaction program.

The RB program: a pro-active environmental first

movers.

Club Carlson: the hotel rewards program

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2. Overview of the internship experience
2.1. Tasks and responsibilities:
2.1.1. Sales and marketing
department:

Answering calls

Receiving and sending faxes

Translating texts

Participating in the planning and coordination of

events held at the hotel

Helping the RB coordinator to make the report

concerning the Tunisian Ecolabel

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2.1.2 The front office:

Preparing room packages

Making the check-in

Preparing the Medallia reports

Making the courtesy calls ( insure guest

satisfaction)

Typing the VIP letters

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3. Dealing with difficulties:

Problem with the translation tasks

Cultural misunderstanding
Much new information

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4. Learned experience:

I practiced my communication skills as a guest

relation representative.( i was in direct contact
with people)
I acquired new information about the hospitality
field and the modern firm.
I gained an advantageous experience inside a
global modern firm.

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5. Critical reflections:

Low wages
Not all the hotel staff knows about the
implementation of RB program
The use of English is not enough

Outline

Introduction

Internship Report

Internship Project

Conclusion

Internship project

1. Introduction
The International Hotel & Restaurant Association
estimates that the hospitality industry employs 60
million people and contributes with US$950 billion
to the global economy every year

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Main objectives of the study:

The main objectives of this study are to display

why the hotel implements an RB program in its
strategy and how it works.
The focus will be on the Three Pillars of
Responsibel Business.

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2. Literature review
2.1 Evolving Views on CSR:

Davis 1960: businessmens decisions and

actions taken for reasons at least partially beyond
the firms direct economic or technical interest
Wood 1991: the basic idea of CSR is that
business and society are interwoven rather than
distinct entities; therefore, society has certain
expectations for appropriate business behavior
and outcomes

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CSR is about managing business in a

manner that has an overall positive impact on
society at large.

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The business case of CSR: reasons to

engage in CSR activities:
other
13%

9%

emprove risk management

15%

ethical issues

12%
enhance company image
legal compliance

12%

15%
reduce employee turnover
10%

15%

response to the change

emprove company culture

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2.3. CSR in the Rezidor Hotel Group:

An eco-friendly hotel
The Worlds Most Ethical Comapany for three
years.
Pro-active environmental first movers: first
environmental policy back in 1989

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2.3. Objectives of implementing an

RB program in the hotel:

Become more energy sufficient in all areas of operation

without reducing guest comfort.
Taking responsibility for the health and safety of
employees and customers.
respecting social and ethical issues in the company, as
well as in the community
Reducing the hotels negative impact on the
environment.

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2.4. The three pillars of RB:

(Social, ethical and environmental issues)
2.4.1. Pillar 1: health and security:

Healthy hotel

Keeping people safe and secure

Co-operation at all levels

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2.4.2. Pillar 2: Social and Ethical Issues

Code of Ethics
RB action month to make + ncontribution to the
society
The world childhood foundation
Community

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2.4.3. Pillar 3 : Environmental Impact:

Construction and renovation

Energy
Water
Waste
Working with suppliers

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3. Methodology
The study of the implementation of the RB Program in
the hotel I used the technique of a guided questionnaire
Objectives: - to know whether this stretegy is really
implemented in all the hotel departments.
- to identify in which areas RB Program
is really implemented .
- to explore whether RB objectives are
realized or
not.

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3. Results and discussion

1. The staff awareness of the RB Program in the
hotel:
Percentage of respondents' kowledge about RB program

37%

40%

23%

an average level of understanding RB Strategy.

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2. Health and security responsibility:
Percentage of employees opinions towards their health anf safety plan

80%

20%

Suitable Unsuitable

the Radisson Blu provides its agents with a reliable

protection system.

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3. Social and ethical responsibilities

Percentage of respondents' knowledge of monetary support their hotel is engaged in

90%
0%
Yes

No

10%
I dont know

Results have shown that Radisson Blu Djerba helps

and supports other institutions fiscally and technically.

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4. Environmental responsibility:
Percentage of respondents' knowledge of hotel engagement in operating methods that preserve natural resources

93%
Yes

0% 7%
No I dont know

The Radisson Blu is very interested in the protection

of the environment and the preservation of natural
resources

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Note: In June 2012 the Radisson Blu Djerba was

certified with the Tunisian eco-label.

Outline

Introduction

Internship Report

Internship Project

Conclusion

Conclusion
A newly adopted strategy in the tourism sector
that should be generalized to other hotels and other
businesses .