Impact of Reinforcing the Social Responsibility of Hotel Enterprises
on Corporate Profit Increment
Xiaoming RUAN
Zhejiang Technology Institute of Economy, Hangzhou ZheJiang, 310018, China
Keywords: Hotel, Social Responsibility, Corporate Profit Increment.
Abstract: With the increasing openness of market, the operation and management models of hotel industry have
gradually been known by consumers and the public. So hotel managers should seriously think about their
development ways and the new direction of achievements growth. Currently commitments to wide social
responsibility and initiative service for the public have become the main means to develop the profits of
hotels. The genuine initiatives to seek improvements of hotel enterprises will not only meet the needs of
their own development but also benefit consumers and ordinary people. Besides, it will result in the
practical value far beyond original expectations.
1 INTRODUCTION
Since ancient times, the hotel industry has
experienced the change of function and form again
and again. From inns in the earliest times, it has
developed into current chains of budget hotels,
business hotels, as well as full-functional upscale
hotels and with high quality of service, etc. It
represents the progressive development of social
productivity of human beings. Moreover, it also
reflects their constantly updated and different
personal enjoyment needs, as well as the developing
achievements of science and technology and
academic theories to some extent. Nowadays hotel
has been an organic integration of the building
combining diverse functions of lodging, dining,
conference, general services and other functions. By
the integration and allocation of different human and
material resources, consumers can obtain their
required services and hotel managers can also make
profits. However, in addition to the responsibility for
consumers, hotel managers should also take humane
care of the public and bear the responsibilities. This
goal can be achieved by undertaking activities
beneficial to the society, which is different from
other forms of the specific responsibilities, namely
corporate social responsibility. Every enterprise in
the economic development should take some social
responsibilities to return citizens who give invisible
supports and help to them and their social
environment. When hotel enterprises take active
initiatives to undertake the social responsibilities
after serious reflection on their own behaviors in
management, they will achieve much more than
before.
2 STATUS AND
CHARACTERISTICS OF
HOTEL ENTERPRISES'
SOCIAL RESPONSIBILITIES
2.1 Public Concerns of Hotel's Security
and Sanitation Problems
The whole operation of the hotel includes room
service, catering service, conference room service
and other forms of service. More and more brand
hotels try to provide consumers with convenient and
one-stop services in order to best meet specific
demands of each customer. However, hotel is a
public place where people are featured with big
density, strong liquidity and complex identity.
Moreover, it is difficult for hotel managers and
relevant departments to obtain accurate and detailed
personal information, trends and consuming
motivation of each customer in the short term.
Therefore, hotel managers should pay more attention
to the security and strengthen it. It can effectively
prevent vicious events by taking some measure such
as setting monitors at possible positions, improving
the alarm devices of rooms and public, further
completing the customer information, etc. These
248
248
Ruan X.
Impact of Reinforcing the Social Responsibility of Hotel Enterprises on Corporate Profit Increment.
DOI: 10.5220/0006023402480251
In Proceedings of the Information Science and Management Engineering III (ISME 2015), pages 248-251
ISBN: 978-989-758-163-2
Copyright
c
 2015 by SCITEPRESS – Science and Technology Publications, Lda. All rights reserved

vicious events include theft, robbery, drug
trafficking, prostitution and so on in the hotel. Other
safety issues include fire, electric shock, falling
cases, jostlement, etc and the resulted injury
accidents also often occur in hotels. They may not
only do irreparable harm to the customer, but also
directly impact on the impression of consumers on
the hotels. Furthermore, they may result in the loss
of consumer source advantages and cause long-term
blow to the hotel management. In addition, housing
sanitation and food health of hotels are also very
concerning public issues. Because the hotel supplies
and food dishes that customers may touch are
disinfected by related hotel authorities in collective
processing, it will directly result in of large-scale
infection or poisoning in case of health problems. In
particular, some small hotels with incomplete
business licenses and inadequate facility conditions
are more prone to health problems mentioned above,
resulting in very serious harm to consumers.
2.2 Internal Management of Hotel
Enterprise Needs to Take More
Social Responsibilities
In fact, hotel business and management can not
break away from internal employees. Whether they
are ordinary staff or senior managers, they will
achieve irreplaceable personal values in their job.
They are closely linked with their families, relatives
and friends, and their specific demands must also
reflect the wills of the public to some extent.
Therefore, an important way for hotel enterprise to
take social responsibilities is to meet the most urgent
desires and cope with toughest problems of
employees. In particular, in the current highly
intensive human resources system, personal ability
and work effects will give very significant impact on
the overall operation of the enterprise. Hence, there
is more important practical significance with staff
management. Currently the main internal existing
management problems include the public interest
loss and warfare loss of employees and so on, which
greatly affect employees' enthusiasm for work and
threat the stability of the internal staff system.
Besides, they can also result in problems like hotel
service degradation, employees slacking and even
collective strike. They will also further cause serious
adverse effects on the internal management,
corporate image and social security, etc. So they can
not only directly cause public discontents, but also
affect the hotel performance, profitability and
reputation of the industry, resulting in a series of
irreversible consequences.
2.3 Hotel Managers Should Enhance
Consciousness of Social
Responsibilities
In 1924 Shelton put forward the concept of
corporate social responsibility, and it has been
emphasized in the process of deepening again and
again reform in recent years. On December 11,
2014, China Corporate Social Responsibility Forum
and the Most Responsible Enterprise Awards
ceremony were held in Beijing. Hundreds of guests
from various industries and areas of society took
part in the discussion of social responsibility issues
that people focus on in recent years. They said that
nowadays while people are in the pursuit of
economic interests, they should think about social
responsibility issues from the respective of long
term. They cover natural resources and environment,
social welfare and social security, public interests
and so on. There are many aspects closely related
with every citizen's life and they will significantly
affect people's living conditions and development
way. For example, some social issues involve the
safe production and green production of the
industrial enterprise, social financing and money
management of public welfare institutions and
industrial transformation of information technology.
For hotel enterprises in the third industry, managers
should be more sensitive and keen to find a
bellwether of the market, and also actively undertake
the necessary social responsibility. Some hotels
ignore social appeals and industry management and
lack social responsibility consciousness. The reason
may lie in that the public information block makes it
difficult to obtain the latest information on the
superior, or their own small operating cost makes it
difficult to bear the additional responsibility and
managers' own consciousness, etc. In addition, some
hotel managers cannot link corporate social
responsibility with enterprise value closely and be
aware of the far-reaching impact of taking the social
responsibilities. So it is difficult for hotel managers
to form a strong sense of social responsibility in
daily business and management of hotels, and then it
is not easy for hotels to take the initiative to play
their positive roles in the whole society.
Impact of Reinforcing the Social Responsibility of Hotel Enterprises on Corporate Profit Increment
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Impact of Reinforcing the Social Responsibility of Hotel Enterprises on Corporate Profit Increment
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3 INFLUENCES OF ENHANCING
THE HOTEL ENTERPRISES'
SOCIAL RESPONSIBILITIES
ON CORPORATE PROFIT
INCREMENT
3.1 Focusing on Elemental Work and
Guaranteeing the Basic Rights and
Interests of Consumers
As to undertaking the social responsibility, firstly
hotel enterprises should ensure the quality of the
elemental work. After all, to provide the supporting
hotel services for consumers is their own work. So
hotel managers should further refine job standards
and improve service quality based on the original
management basis, providing customers with high-
quality services in every aspect whether
important or trivial. Taking room service for
example, managers of housekeeping department
should pay attention to the job of cleaning and
disinfecting the knitwear. They should make a strict
sterilization and packaging transportation after
washing stains and dusts according to the national
standards and industry-related provisions. They
should not omit any steps despite of high costs,
complicated procedures and some personal reasons.
On this basis, the hotel should also set the link of
quality test and make the results come from a fair
and open detection in order to ensure the quality of
service above the industry standard. When
consumers make hotel accommodation or dining
services, the most important evaluation and choice
criteria is still the basic quality of service. So
improving the hotel service quality is prone to cater
to consumers' preference, thereby forming a stable
and gradually expanding customer groups and
gaining greater profit margins. It is a way to bear the
social responsibilities to the greatest degree that
hotels provide the public with safe, healthy and
secure accommodation environment and catering
services, so consumers can feel at ease. This
excellent self-demanding and high standard of
service quality will get good feedbacks through
consumers' satisfaction. Then the hotel's brand and
image will be well upgraded and its value will also
become more abundant.
3.2 Enhancing the Internal Humanized
Management and Taking Social
Responsibilities Actively
Hotel managers should take social responsibility
step by step, especially facing a large number of
management objects and service objects. They
should scientifically divide the specific behaviors of
taking social responsibility into several proper stages
with a plan and purpose, in order to ensure the
improvement of business management work on time.
As a large organism, the hotel can only operate
healthily and effectively with the support of staff.
Therefore, necessary human care of the employees
can solve some social problems to some certain
degree, particularly in terms of employment and
livelihood security issues. As to it, the hotel can
provide laid-off workers, disabled people, families
of soldiers and martyrs with particular jobs to ensure
them stable income so that the burden on the social
welfare system can be reduced. Managers can also
try to set up specific award funding for children's
education of staff. For some children excellent in
character and learning, they can be provided with
support of tuition and living expenses to better finish
their studies and continue their further education.
These internal humane management and special
measures can not only to show the corporate cultures
and employee welfares to the staff and the public,
but also effectively solve some social problems.
Besides, they can also help save social welfare costs
and reduce the social burdens for the government
and the country. For hotel managers, insisting this
internal management model which can benefit the
social interests will also make more people
understand their corporate culture and brand image.
Therefore, they can attract more attention and
support from the public. Then people will transform
the psychological brand recognition into actual
purchase demand and consumer demand, thus
making good reputation transmitted into long-term
support of consumers. Even in the sluggish
consuming market, they can make the most of their
comparative advantages.
3.3 Nurturing the Awareness of Social
Responsibilities and Optimizing
Plan and Image of Enterprise
Development
Hotel managers should pay attention to social
responsibilities at any time. Because of the special
nature of the hotel industry, its management mode of
operation, promotions and specific services can be
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directly conveyed to the consumer groups.
Customers' social behaviors of hotel selection
tendency always keep highly sensible, therefore, the
so-called "seeking favorable impression" should be
the ignorable focus of each brand hotel. It is a good
way to win more trust and preference of customers
from the side by adding active commitment to social
responsibilities to the hotel development plan.
Firstly, hotel managers and the operation
departments should keep up with the latest social
information, focus on social hot spots and respond
the call of government. They should attempt to
provide effective supports and helps for the public
environment and public interests at their bearable
costs. In addition, the development planning of
hotels can be added some innovation factors, such as
participation in social assistance within its capacity
and providing jobs for some homeless people who
have the ability to work. They can also respond the
national call about environment protection to
actively replace the non-energy-efficient products in
hotels and reduce the use of disposable items or
using new biodegradable materials. Moreover, they
can also hold regular public activities to accept the
inspection and feedbacks of consumers and to
reward consumers who give constructive proposals
and so on. These series of activities can ensure the
hotel to fulfill their social obligations and commit
their social responsibility within a reasonable range.
They can not only solve some social problems to a
large extent but also meet the development needs of
the hotel itself. Apart from these, they can also
convey a scientific development concept and a
strong sense of social responsibility to the public.
With them, they will improve their industry image
and make the invisible benefits eventually condense
into visible investment and operating earnings.
Conscious hotel managers will ensure their own
work with high quality and efficiency, and they also
actively seek the developing space in their industrial
edge areas. On this basis, the enterprise will form
unique features and advantages quickly and stably.
4 CONCLUSIONS
Hotel operation and management need a good basic
service work, and on this basis managers should take
complete exploration of other areas. Corporate social
responsibility is one of the important areas that
industry and the public focus on in current time.
Hence, after hotels upgrade their own services and
improve internal staff management, they should
understand and analyze social responsibilities
deeply. Only in this way can scientific and effective
operation solutions come about. Then hotels'
activities about social responsibilities can solve
social problems and benefit the public the most
timely and effectively. Also corporate profit
increments can come true with it.
REFERENCES
JI Qianqian, 2012. The primary study of hotel social
responsibility and hotel brand, (science & technology
vision, China)
JIANG Shuliang, 2011. Social responsibility deficiency of
the hotels as stakeholders, Journal of Jiangsu
Teachers University of Technology, China.
ZHANG Yuan, 2014. Discussion on the strategy of
improving the quality of working and life among hotel
staff, Occup and health, China.
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Impact of Reinforcing the Social Responsibility of Hotel Enterprises on Corporate Profit Increment
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