The Research On The Evaluation Index System Of The Hotel Corporate Social Responsibility Based On The Stakeholder

In2011, the Corporate Social Responsibility Research Center issued the "corporate social responsibility report white paper", which mainly studied the disclosure of reports concerned with the corporate social responsibility and rated them. The involved industries were the real estate industry, banking, communications equipment manufacturing and medical biological manufacturing, etc. The level of the hotel or hotel industry corporate social responsibility was at the beginning stage, which caused the interest and thinking of the author. There is only one hotel, Jinling Hotel, which issued the related report among14listed companies in the hotel industry. What’more, there is less information about the corporate social responsibility in other hotels. So, what’s the level of Chinese hotel corporate social responsibility? Is the performance of corporate social responsibility in the right place?There is no a standard or feasible evaluation tools upon the hotel corporate social responsibility. Many researchers evaluated the corporate social responsibility by the reputation index method or the content analysis method. They mainly aimed at the empirical research and the subjective sense generally was strong. This paper tries to construct a set of practical and operable hotel corporate social responsibility index system. The following are the mainly problems that to be solved:(1) What is the hotel corporate social responsibility?(2) The objects of the hotel corporate social responsibility and the corresponding specific responsibilities;(3) Do these indexes have the same weight to the hotel managers?(4) How do researchers or practitioners evaluate the behaviors of the hotel corporate social responsibility?This study used the questionnaire survey method to collect data, requiring the subjects to judge the relative importance of every index. According to the result of the first survey, this paper constructed the index system. And then the author invited six hotel managers to evaluate the weight of ensured each index. In addition, this paper also analyzed the performance in corporate social responsibility of some famous hotels. This paper used the methods of Variation Coefficient and Analytic Hierarchy Process to analyze the data, and finally constructed the evaluation index system of hotel corporate social responsibility. Meanwhile, the paper also constructed the application model of this index system.The concept of hotel corporate social responsibility is that the hotel should take the interest of shareholders and other stakeholders into account in the business process and take the responsibilities. This paper summarized the particularity of the corporate social responsibility in hotel according to the characteristics of the hospitality industry. The objects of the hotel corporate social responsibility are customers, employees, investors, government, community, environmental and partners. The research analyzed the specific responsibilities to each object. The index system includes48tertiary indexes, which have different weights. This phenomenon indicates that the hotel managers should fully consider the company capacity and the natures. What’s more, there is a gap between the foreign and domestic hotels in both practice and theories. Finally the index system is only used to evaluate the Jinling Hotel’performance because of the limited data. In the further studies, the application scope of this index system should be expanded. The system should also be used in the longitudinal and transverse analysis.