The Differences between Local and International Chain Hotels in CSR Management: Empirical Findings from a Case Study in Thailand

 Siyathorn Khunon    

 Kaewta Muangasame    

Abstract This study aims to investigate the differences and similarities between managing CSR in international hotels and local hotels. The Banyan Tree Bangkok and the Chumphon Cabana Resort were included in a case study. The research examines the important reasons underlying the success of local hotels, while the research also reveals that CSR achievement is strongly related to the international level of firms. Archive document analysis, eight in-depth interviews, and site observations were employed to obtain the data needed from both hotels. Content analysis was conducted to evaluate the collected data, leading to the summarizing of the differences and similarities between the hotels. A new CSR management conceptual model was constructed taking into account the different contexts of the two hotels. The paper reveals two new models for achieving CSR: Outside-In and Inside-Out according to Deming Cycle: Plan, Do, Check, and Action. The Outside-In concept is based on reaching the standard of CSR with the aim of getting a certificate, while the Inside-Out concept is based on the economic sufficiency philosophy aimed at sustainability. For future research it is recommended that the opportunity be taken to generalize the CSR best practice to other hotels, as well as to employ quantitative methods to examine CSR. Interestingly, there is less concern from existing research about the relationship between CSR and organizational culture.