Tourism Stakeholder Perspectives on Corporate Social Responsibility in Serbia: The Perception of Hotel Employees

Maja Mijatov Ladičorbić, Aleksandra S. Dragin, Tamara Jovanović, Milica Solarević, Olja Munitlak Ivanović, Vladimir Stojanović, Kristina Košić, Anđelija Ivkov Džigurski, Slavica Tomić, Miroslav D. Vujičić, Milena Nedeljković Knežević, Ivana Blešić, Željko Anđelković (), Zrinka Zadel, Jelena Tepavčević and Aleksandra Stoiljković
Additional contact information
Maja Mijatov Ladičorbić: Faculty of Sciences, Department of Geography, Tourism and Hotel Management, University of Novi Sad, 21000 Novi Sad, Serbia
Aleksandra S. Dragin: Faculty of Sciences, Department of Geography, Tourism and Hotel Management, University of Novi Sad, 21000 Novi Sad, Serbia
Tamara Jovanović: Faculty of Sciences, Department of Geography, Tourism and Hotel Management, University of Novi Sad, 21000 Novi Sad, Serbia
Milica Solarević: Faculty of Sciences, Department of Geography, Tourism and Hotel Management, University of Novi Sad, 21000 Novi Sad, Serbia
Olja Munitlak Ivanović: Faculty of Sciences, Department of Geography, Tourism and Hotel Management, University of Novi Sad, 21000 Novi Sad, Serbia
Vladimir Stojanović: Faculty of Sciences, Department of Geography, Tourism and Hotel Management, University of Novi Sad, 21000 Novi Sad, Serbia
Kristina Košić: Faculty of Sciences, Department of Geography, Tourism and Hotel Management, University of Novi Sad, 21000 Novi Sad, Serbia
Anđelija Ivkov Džigurski: Faculty of Sciences, Department of Geography, Tourism and Hotel Management, University of Novi Sad, 21000 Novi Sad, Serbia
Slavica Tomić: Faculty of Economics in Subotica, University of Novi Sad, 24000 Subotica, Serbia
Miroslav D. Vujičić: Faculty of Sciences, Department of Geography, Tourism and Hotel Management, University of Novi Sad, 21000 Novi Sad, Serbia
Milena Nedeljković Knežević: Faculty of Sciences, Department of Geography, Tourism and Hotel Management, University of Novi Sad, 21000 Novi Sad, Serbia
Ivana Blešić: Faculty of Sciences, Department of Geography, Tourism and Hotel Management, University of Novi Sad, 21000 Novi Sad, Serbia
Željko Anđelković: National Museum Niš, 18000 Niš, Serbia
Zrinka Zadel: Faculty of Tourism and Hospitality Management, University of Rijeka, 51000 Rijeka, Croatia
Jelena Tepavčević: Faculty of Sciences, Department of Geography, Tourism and Hotel Management, University of Novi Sad, 21000 Novi Sad, Serbia
Aleksandra Stoiljković: Faculty of Economics in Subotica, University of Novi Sad, 24000 Subotica, Serbia

Sustainability, 2023, vol. 15, issue 5, 1-17

Abstract: Individual values shaped in the early years of each individual might be reflected in the perception of the business environment. Therefore, this research explored whether there are significant differences in employees’ perceptions of the established dimensions of corporate social responsibility (CSR), namely philanthropic, legal, economic and ethical, based on differences in the importance of individual values (IV). The research results show that each of the CSR dimensions differs according to the respondents’ IVs. More precisely, there are significant differences in the respondents’ perceptions of the philanthropic dimension of CSR based on differences in the evaluation of sense of belonging, warm relationships, being well respected, fun and enjoyment of life, security, self-respect and sense of accomplishment. Differences in perceptions of the legal dimension of CSR exist only in the case of differences in the evaluation of self-respect. The research results also show that there are significant differences in perceptions of the economic dimension of CSR, based on differences in the evaluation of sense of belonging, warm relationships, fun and enjoyment in life, security, self-respect and sense of accomplishment. Finally, significant differences in the perception of the ethical dimension of CSR exist in the case of differences in sense of belonging, excitement, warm relationships, being well respected, fun and enjoyment of life, security, self-respect and sense of accomplishment. The results could provide the basis of information on how IVs can motivate employees to understand and participate in the proactive management of CSR activities in sensitive environments, such as national parks or other protected areas that become a central meeting place for tourists and employees.

Keywords: corporate social responsibility; individual values; hotel employees’ perception; developing country; employee behavior (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2023
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