Shirley-Millar

Report
CSR AS AN INFLUENCING
FACTOR IN THE
CONSUMER DECISION
PROCESS OF HOTEL USERS
IN IRELAND
Shirley Millar
Dr. Aisling Ward
‘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)
Figure 1 Shoppers by Green Purchasing Development Level
(Grocery Manufacturers Association and Deloitte, 2009)
The
Attitude – Behaviour
Gap
Consumer Priorities…..
Price,
Quality
Convenience
Source: Failte Ireland (2009)
Primary Research Methodology
 Triangulation Method
 Tourist Locations / Corporate Hotels
 Varied types of hotels in the South West
Important Factors when Choosing a Hotel
Percent
Price
Location
Quality of Service
Reputation
Quality of Facilities
Star Rating
Employee Welfare
Leisure Facilities
Employee
Education
Community Support
Energy
Conservation
Recycling
Charitable
Donations
Family Facilities
Business facilities
Not
Important
4.8
5.4
7.2
7.8
7.8
16.8
24
24
34.2
Indifferent
Important
Mean
10.2
10.8
10.8
18
16.8
46.7
40.9
34.7
24.7
85
83.8
82
74.2
75.4
36.5
37.2
41.3
31.2
4.35
4.26
4.16
3.98
3.92
3.26
3.22
3.17
2.90
39
41
31.7
36.7
29.4
22.2
2.84
2.66
45.8
45
36.1
41.9
18
13.2
2.55
2.50
56.9
62.3
25.8
25.2
17.4
12.6
2.28
2.14
Consumer Responses
Yes
No
?
Actively search for environmentally
conscious hotels
13% 73% 14%
Would a knowledge of environmental
activities influence perception?
57% 35% 8%
Actively search for socially conscious
hotels
10% 76% 14%
Would a knowledge of environmental
activities influence perception?
56% 36% 8%
Deciding Factor?
SOCIAL
ENVIRONMENTAL
18%
26%
42%
50%
32%
32%
Yes
No
Don’t Know
Yes
No
Don’t Know
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
Consumer Access to Information
Lack of access in the Irish hotel
industry
Missed opportunity in the purchase
decision process
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
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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