La comunicación de la RSE. Análisis del sector hotelero.

  1. Castillo, Idoia
  2. Villagra, Nuria 1
  1. 1 Universidad Complutense de Madrid
    info

    Universidad Complutense de Madrid

    Madrid, España

    ROR 02p0gd045

Journal:
Revista Latina de Comunicación Social

ISSN: 1138-5820

Year of publication: 2019

Issue: 74

Pages: 1580-1609

Type: Article

DOI: 10.4185/RLCS-2019-1400 DIALNET GOOGLE SCHOLAR lock_openDialnet editor

More publications in: Revista Latina de Comunicación Social

Abstract

Introduction. This article analyses the communication on Corporate Social Responsibility(CSR) made by hotel chains, especially through online channels, that have become the maininstruments for the communication of companies towards their groups of interest. Methodology. Theresearch includes a content analysis to study the messages published in two online channels (corporatewebsites and Facebook profiles); and two in-depth interviews to some CSR responsibles of hotelchains, to understand the performance and challenges that companies identify in the communicationof CSR in this sector. Results and conclusions. The companies studied communicate their CSRactions, but this communication does not make the most of the potential of the new media and isessentially unidirectional. The hotel chains must promote the dialogue with their public and offerinformation in a more appealing and close manner.

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