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An Investigation of the Associated Benefits from Prioritizing the People through the Fair Hotels Scheme in Ireland Dr. Karla Boluk Senior Lecturer Dalarna.

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Presentation on theme: "An Investigation of the Associated Benefits from Prioritizing the People through the Fair Hotels Scheme in Ireland Dr. Karla Boluk Senior Lecturer Dalarna."— Presentation transcript:

1 An Investigation of the Associated Benefits from Prioritizing the People through the Fair Hotels Scheme in Ireland Dr. Karla Boluk Senior Lecturer Dalarna University, Borlänge, Sweden

2 Introduction Tourism: significant industry for Ireland (Deegan 2010). Current economy: stimulated discussions on smart economy. Innovation: central focus should be simple instead of ‘big light bulb ideas’ (Pender 2009).

3 Hospitality Sector in Ireland Hospitality working environments heavily criticized. Stressful working environment due to: an expectation to work long and unsociable hours, an expectation for compliance, constant and close contact with employees and customers. Innovation: general well-being of hospitality staff.

4 Fair Hotels Ireland Implementation of CSR through the Fair Hotels Ireland scheme. Hotel Industry significantly affected with the onset of the recession. Fair Hotels implemented in 2010 by Irish Union SIPTU.

5 CSR The CSR firm should strive to make a profit, obey the law, be ethical and be a good corporate citizen (Carroll 1991:43). ‘Triple P Bottom Line concept’ (profit, people, planet). Evidence suggests that CSR can lead to profit (e.g., Moore & Robson 2002). Distinction between the ‘said’ and ‘saying’.

6 Empowerment: Dual Intentions Several reasons to support a mechanism which caters to the improved well-being of hospitality staff. Empowerment: a way for management to share the decision making power. “Empowerment is bounded by the bottom line” (Lashley & McGoldrick, 1994:26).

7 Research Aim Aim: Investigate the Fair Hotels scheme & explore its potential in creating social cohesion which may then influence the economic and social progress in both theory and praxis. Qualitative approach used content analysis used to explore the meanings. 10 semi-structured interviews carried out with managers of Fair Hotels.

8 Results: Targeting Business Most managers shared an expectation that the scheme would be supported by other union members not only within the hotel sector. Manager 1: ‘we were delighted when we confirmed three large union conferences for 2011 and Manager 4: ‘this is an excellent new initiative and our hotel has gotten on board with the hope of securing more business for the hotel’.

9 Results: Value Creation Other organizations in Ireland have endorsed the scheme and demonstrated their support. Manager 8: ‘we have received quite a number of leads and enquiries and we received a conference from Fairtrade late last year’. Manager 9: ‘we have made it on the map on the Fair Hotels website and our hotel is also advertised in their brochures’. Not reaching mainstream clients yet.

10 Results: Benefits for Employees Manager 10: ‘although I haven’t noticed any changes to our employees attitudes I think that when the first large union conference is underway here in July 2011 more employees might take more notice of what it is all about and look into it’. Manager 4: ‘all the information in relation to Fair Hotels is displayed on the canteen notice board’.

11 Conclusion McIntosh et al. (1998) states that being socially responsible is a concern connected to the rationale that businesses are more likely to do well in a flourishing society than one that is falling apart. Fair Hotels: a proposition for Hotels to reconsider ways of selling their product and/or services. Unclear if the scheme has created any direct improvements to the well-being of staff.


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