Online communication of Corporate Social Responsibility by hotels and guest satisfaction: the case of the Balearic and Canary Islands

This study analyses the online communication of corporate social responsibility practices by hotels from a new approach, related to guest satisfaction. The main aim of the present work is to determine whether the online communication of social responsibility practices, involving a different degree of organisational effort, have an influence on the positioning of hotels in generating guest satisfaction. The empirical analysis is carried out taking a representative sample, consisting of 407 hotels in the Balearic and Canary Islands, and employing the Rasch Measurement Theory (Rasch 1980). Its main contribution is that it allows specifying the most effective social responsibility communicated practices in terms of customer satisfaction, as well as those that, in their case, are still needed. All this as a previous step to determining, in future developments, the specific actions that enable to facilitate the organisational
change required as well as a support for integral sustainability.
Ramon