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CSR AS AN INFLUENCING FACTOR IN THE CONSUMER DECISION PROCESS OF HOTEL USERS IN IRELAND Shirley Millar Dr. Aisling Ward.

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Presentation on theme: "CSR AS AN INFLUENCING FACTOR IN THE CONSUMER DECISION PROCESS OF HOTEL USERS IN IRELAND Shirley Millar Dr. Aisling Ward."— Presentation transcript:

1 CSR AS AN INFLUENCING FACTOR IN THE CONSUMER DECISION PROCESS OF HOTEL USERS IN IRELAND Shirley Millar Dr. Aisling Ward

2 ‘Consumers increasingly require information and reassurance that their wider interests, such as environmental and social concerns, are being taken into account in their purchasing behaviour’ European Commission (2002)

3

4 The Attitude – Behaviour Gap

5 Consumer Priorities…..  Price,  Quality  Convenience

6 Source: Failte Ireland (2009)

7 Primary Research Methodology  Triangulation Method  Tourist Locations / Corporate Hotels  Varied types of hotels in the South West

8 Important Factors when Choosing a Hotel PercentNot Important IndifferentImportantMean Price4.810.2854.35 Location5.410.883.84.26 Quality of Service7.210.8824.16 Reputation7.81874.23.98 Quality of Facilities7.816.875.43.92 Star Rating16.846.736.53.26 Employee Welfare2440.937.23.22 Leisure Facilities2434.741.33.17 Employee Education 34.224.731.22.90 Community Support3931.729.42.84 Energy Conservation 4136.722.22.66 Recycling45.836.1182.55 Charitable Donations 4541.913.22.50 Family Facilities56.925.817.42.28 Business facilities62.325.212.62.14

9 Consumer Responses YesNo? Actively search for environmentally conscious hotels 13%73%14% Would a knowledge of environmental activities influence perception? 57%35%8% Actively search for socially conscious hotels 10%76%14% Would a knowledge of environmental activities influence perception? 56%36%8%

10 Deciding Factor? ENVIRONMENTAL SOCIAL

11 CSR in the Irish Hotel Industry  Inchydoney Island Hotel & Spa – wood pellet burner, solar panels, sea water pool  Castleknock Country Club – SME eco business award  Kilashee House – Naas Chamber of Commerce award for community and social responsibility  Bush Hotel – European Eco flower  Clontarf Castle Hotel – responsible employer award  Maryborough Hotel and Spa – 1 st Hotel in Ireland to achieve EFQM level 5

12 Consumer Access to Information  Lack of access in the Irish hotel industry  Missed opportunity in the purchase decision process

13 Hotel Respondents  Lack of awareness among hotel respondents of the uses of CSR to gain a competitive advantage  None list CSR activities on their official website  70% list publicity from CSR activities as a motivating factor, yet, only 10% include CSR in their marketing strategy

14 To conclude…..  Almost 60% of consumers respondents were not aware of hotel’s CSR activities  Over 56% revealed that knowledge of same would influence their perception  90% of hotel respondents did not use CSR activities in their marketing strategy  Social networking websites could be an ideal method of combining word of mouth and the internet to deliver information on hotel’s CSR activities to the consumer.


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