“CSR has without doubt become one of the buzzword of our times” (Filho/Pawlak, 2008: 62). This statement concisely expresses the current development of Corporate Social Responsibility (CSR). It has a lot to commend for this topic because consumers’ attitude changed towards a consideration of especially environmental issues but also social criteria when evaluating purchasing decisions. Rising sales of Bio products and Fair Trade products are an evidence for this development (Paull, 2006). The public is demanding responsibility regarding the products of a company. Therefore, this term paper deals with the topic of CSR in the travel business because it has not been investigated thoroughly yet. There are only 2% of the tourism businesses that engages in CSR initiatives such as the Global Compact or Responsible Business Worldwide (Spenceley, 2008). In order to investigate this topic qualitative research will be initiated to examine the seven biggest travel businesses in Germany (Deutscher ReiseVerband, 2009) on the basis of qualitative research.
Thereby, this coursework is designed as follows: Chapter 2 introduces the positivistic approach which goes through the whole coursework. Chapter 3 deals with the research design which is aimed at collecting the data with a multiple case study in the travel businesses. At this juncture, a document analysis was used which gave insights about the use of the term CSR. Afterwards, the expert interviews which are essential in order figure out to what extent German travel businesses are familiar with CSR activities and how they incorporate CSR into their decision making. This pivotal question constitutes the framework for the following interviews with the travel businesses. Eventually the collected data is analyzed with the content analysis by Mayring (2008) with an example of a categorization. Chapter 4 is concerning a discussion about the evaluation criteria in qualitative research
Chapter 5 closes this term paper... [continues]
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