The role of social responsibility thinking in enhancing the social marketing orientation of tourism companies and airlines, applied to Egypt | ||
| The Scientific Journal of the Faculty of Tourism and Hotels, Alexandria University | ||
| Article 10, Volume 12, Issue 1, June 2015, Pages 177-200 PDF (18.52 M) | ||
| Document Type: Original Article | ||
| DOI: 10.21608/thalexu.2015.45278 | ||
| Author | ||
| Samar Mohammed Salama, Hala Nabil Helaly, Amany Nabil Beshay | ||
| Faculty of Hotels and Tourism - Alexandria University | ||
| Abstract | ||
| The concept of social responsibility and its various applications have gained increasing importance recently. Corporate social responsibility obliges the company to take some of its decisions based on interests that go beyond - even partially - its economic or technical interests, as it is concerned with the problems resulting from the company's presence in the social scene, and determining the ethical principles necessary to govern the relationship between the company and society. However, some tourism companies face great difficulties in fulfilling the requirements of social responsibility. This may be due to random practices in social responsibility, or to the lack of awareness of tourism companies of the requirements of social responsibility, or to circumstances that do not support the activation of social responsibility in society. Hence, the importance of this study, which aims to determine the extent of adopting the idea of social responsibility in tourism companies and airlines in Egypt and the extent of its reflection on the application of community marketing trends in these companies. And whether adopting the concept of social responsibility necessarily leads to strengthening the community marketing trend in these companies. The study also aims to reach the extent of awareness of employees in these companies of the concepts of social responsibility and community marketing and their awareness of practical applications of this. A proposed vision is also developed to support the application of the concept of social responsibility in tourism and airline companies in Egypt. | ||
| Keywords | ||
| Social responsibility; community marketing; social responsibility of tourism institutions | ||
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