SOCIAL RESPONSIBILITY OF MODERN HOTEL COMPANIES - AN EXAMPLE OF THE INTERCONTINENTAL HOTELS GROUP HOTEL CHAIN

To respond to customers' increasingly demanding wishes, the hotel complex applies total quality management in which the concept of corporate social responsibility is at the forefront. This research aims to highlight the advantages of implementing this strategic commitment. Those benefits include the satisfaction of internal and external customers, public opinion, an increase in revenue, cost savings, and brand building. Awareness, potential for change, and motivation are necessary for applying total quality management as a hotel organization's philosophy. Hotel companies represent very sensitive components of the society in which they operate and exist; therefore, in addition to the mission, vision, and goals for which they operate, they should take great care of their impact on the environment. The increased level of responsibility for maintaining a healthy environment in which hotels operate has strengthened their social responsibility. Apart from restrictive laws and economic measures (the polluter pays) and accompanying legislation, environmental protection has led the hotel industry to conduct its business in an environmentally acceptable manner. International environmental management standards enable hotels to apply and achieve the concept of sustainable development. The business policy of hotel companies accepts comprehensive dimensions of social responsibility. Changes in the direction of adaptability, application of new technologies, and faster development are increasingly reflected in broader social interests, and managers strive to contribute to the broader interests of society. The innovativeness of the tourism industry and its ability to adapt to technological (ICT) and social changes is one of the main prerequisites for competitiveness and survival in the market. The requirements of standards, a higher level of environmental awareness, and measures against environmental polluters are why systemic environmental protection management is necessary.