Análisis del cumplimiento de responsabilidad social empresarial entre indicadores del Instituto ETHOS con la gestión de los hoteles de la ciudad de Cuenca. Caso: Four Points by Sheraton, Mansión Alcázar y Zahir 360

Abstract

Given the environmental, moral and economic decline at the global level, Corporate Social Responsibility (CSR) comes into scene as a means for any organization to mitigate these problems and provide a better world for future generations. For this reason, it is appropriate to begin to implement it in the Hotel industry in the city of Cuenca, taking as a case study the administration of three important hotels of the city: Four Points by Sheraton", "Mansión Alcazar" and " Zahir 360" who are referred to as hotels five star category by the Ministry of Tourism, which are interested in implementing CSR led by the regulations of the ETHOS Institute. This study comprises three chapters covering first the theoretical part, in a second instance, the current situation of each hotel company by conducting personal interviews with administrators in each enterprise, by applying the questionnaire provided by the ETHOS Institute, which proceeded to evaluate and qualify the CSR level of hotels. This process was composed by 780 questions, 47 indicators, evaluated by means of a Likert Scale by identifying and interpreting the score obtained by each one of the hotels, in turn, a comprehensive comparison of each establishment was carried out. Finally, it reached the objective of this research as to establish recommendations directed to the administrators of the respective hotels to improve their performance in the CSR area.