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Responsibilities and Ethics of the Greek Businesses on Tourism Industry: An Explanatory Quantitative Research

Despina A. Karayanni () and Efthimios Dragotis
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Despina A. Karayanni: University of Patras
Efthimios Dragotis: University of Patras

A chapter in Strategic Innovative Marketing and Tourism, 2019, pp 911-919 from Springer

Abstract: Abstract Despite the severe economic recession, there are indications that the focus on ethical values is on the spotlight of the business world. The current research is conducted in Greece, focusing on tourism industry that plays a significant role for the economic growth of the country, while an intense recession dominates the business environment. We aimed to evaluate the priorities of the tourism businesses using the model of Carroll’s Pyramid (Bus Horiz 34:39–48, 1991), a model that expresses the business environment priorities, based on the admission that the rational business prioritizes profit, as the base of the Pyramid, followed by a legal way of operating, followed by ethical and philanthropic responsibilities. However, the existence of a growing interest on the ethical issues may question the model. Baden (Int J Corporate Soc Responsibility 1:8, 2016) has developed a critical evaluation, showing that the business priorities have changed. In order to examine Carroll’s Pyramid in the Greek tourism industry context, thus, to evaluate the priorities of Greek businesses that operate on industry and have CSR issues on their agenda, we employed a research study, through quantitative research instrument. Data were collected through personal interviews. Totally 233 business executives responded from respective tourist businesses sparse throughout Greece, yielding 30% response rate. Above the 62% of the respondents cited to work on businesses with more than 50 employees. The results showed that despite the recession, the economic responsibilities are not the first priority. On the contrary, legal responsibilities were perceived as the most significant part for the businesses operating in the tourism industry of Greece. On the whole, research findings showed that the legal and ethical priorities ranked higher than economic and philanthropic counterparts of the CSR strategy. Moreover, the business size found to have a significant role on the marketing managers’ decision making for applying ethical and legal facets of CSR strategy.

Keywords: Tourism; Corporate Social Responsibility; Carroll’s Pyramid (search for similar items in EconPapers)
Date: 2019
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DOI: 10.1007/978-3-030-12453-3_105

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