THE ROLE OF CORPORATE SOCIAL RESPONSIBILITY IN ENHANCING COMPETITIVENESS: A CASE STUDY OF 4- AND 5-STAR HOTELS IN HUE CITY
DOI:
https://doi.org/10.62985/j.huit_ojs.vol26.no1E.360Keywords:
Corporate social responsibility, competitiveness, hotels, Hue CityAbstract
In the context of globalization and the pressure for sustainable development, corporate social responsibility is increasingly regarded as a critical strategy in the upscale hospitality industry, particularly among 4- and 5-star hotels. This study aims to elucidate the role of corporate social responsibility in building brand image, enhancing economic and social value, and improving corporate competitiveness. Using a qualitative research methodology, the research team conducted in-depth interviews with senior managers of 4- and 5-star hotels and surveyed various stakeholder groups during the period from March to June 2024. The findings indicate that CSR implementation not only enhances corporate reputation and credibility but also fosters sustainable relationships with stakeholders and improves business performance. This study contributes to both theory and practice by identifying specific CSR strategies that enable hotels to balance social responsibility with profitability, thereby meeting the demands of the modern business environment and strengthening their competitive advantage.
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