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CSR AS AN INFLUENCING FACTOR IN THE CONSUMER DECISION PROCESS OF HOTEL USERS IN IRELAND

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

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CSR AS AN INFLUENCING FACTOR IN THE CONSUMER DECISION PROCESS OF HOTEL USERS IN IRELAND

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  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. The Attitude – Behaviour Gap

  4. Consumer Priorities….. • Price, • Quality • Convenience

  5. Source: Failte Ireland (2009)

  6. Primary Research Methodology • Triangulation Method • Tourist Locations / Corporate Hotels • Varied types of hotels in the South West

  7. Important Factors when Choosing a Hotel

  8. Consumer Responses

  9. Deciding Factor? ENVIRONMENTAL SOCIAL

  10. 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 – 1st Hotel in Ireland to achieve EFQM level 5

  11. Consumer Access to Information • Lack of access in the Irish hotel industry • Missed opportunity in the purchase decision process

  12. 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

  13. 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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