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RESOURCES: CASE STUDIES
|Cynthia S. Deale
|International Cases in Sustainable Tourism Book Contributions
|Related Link :
The case study has been published in the book International Cases in Sustainable Travel & Tourism and can be purchased by Goodfellow Publishers. To receive an exclusive 10% discount on the book enter the code BESTENGP at checkout when buying directly from the Goodfellow Publishers website. Following the link you can access the free of charge Powerpoint presentation on Marriott.
Synopsis and Learning Outcomes
This case study focuses on the corporate social responsibility (CSR) practices of Marriott International, Inc., one of the world’s largest lodging firms. The case discusses the ways that sustainable business concepts and procedures have been implemented into its strategies and operations, and emphasises its incorporation of CSR throughout its efforts. The company’s successful participation in extensive CSR activities consists of applying the sustainable practices of safeguarding natural and cultural heritage, demonstrating social and economic benefits to local people, and engaging in environmentally friendly operations. Marriott’s CSR efforts embrace three themes using the triple bottom line (TBL) approach to sustainability, expressed in the company’s core values as business, society, and environment (Marriott International, Inc., 2012). The company reports the social, economic, and environmental impacts of its sustainability efforts via the framework developed by the Global Reporting Initiative (GRI, 2013) and seeks to address the concerns of its varied stakeholders.
This case study briefly describes Marriott’s sustainability practices, focusing on CSR. After completing this case study, learners should be able to:
- define basic concepts of CSR and how a company can apply these in its internal practices as well externally with a variety of partners;
- describe the TBL approach to sustainability in lodging operations in terms of the interconnections between the economy, the natural environment and the social and cultural realms, and specifically CSR;
- explain best practices for CSR that can be implemented in lodging operations;
- identify opportunities and challenges and the give and take involved in balancing the TBL approach to practicing sustainability in lodging operations, particularly while embracing CSR throughout an operation; and
- suggest additional sustainability practices that would be useful and desirable in the future in lodging operations.