CSR Assessment dan Pengembangan Strategi CSR Industri Perhotelan di Surakarta

Titisari, Kartika Hendra and ., Rudatyo CSR Assessment dan Pengembangan Strategi CSR Industri Perhotelan di Surakarta. CSR Assessment dan Pengembangan Strategi CSR Industri Perhotelan di Surakarta. (Submitted)

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Abstract

An understanding of Corporate Social Responsibility (CSR) or corporate social responsibility which becomes mandatory for all companies currently growing in the community. The old paradigm companies only have an obligation to shareholders can no longer be run by the company, if the company wants to thrive and exist in its efforts. Tripple Button Line which was popularized by John Elkington (1997) became mandatory for all companies. Surakarta city better known as a city of culture is now growing again predicate as the City of MICE (meetings, incentives-conferences and exhibitions). City predicate MICE encourage the development of the hospitality industry in Surakarta, with various facilities. As the development of the city, the construction of hotels is increasing in addition to apartments and malls are also growing rapidly. To support the existence of the existence of the hospitality industry, the construction of the image or reputation certainly can not be separated from the business itself. To achieve this the company perform communication with community programs, such as by implementing corporate social responsibility (Corporate Social Responsibility). To support the existence of the hospitality industry as well as the contribution to the city of Surakarta City as MICE, this study will examine the implementation of CSR which has been run by the hospitality industry in Surakarta and develop models of CSR implementation hospitality industry. Expected hospitality industry in Surakarta can implement CSR practices in appropriate ways that authorized in the Act No. 40 of 2007 and Act No. 25 of 2007. Many companies that claim to have been doing CSR but in fact is not, or simply running the charity (charity), as a result of the lack of guidelines (guidance) about the concept and implementation of CSR ideal. If in view of its influence on the performance of companies on the implementation of CSR, Titisari et. al. (2010) provide empirical evidence that the company's CSR performance impact on economic performance. Further environmental performance also affect the economic performance of companies (Titisari & Alviana, 2012). Design research using primary data with the hotel manager as a source of data and secondary data obtained through field research. This study will cooperate with the hospitality industry in the region Surakarta to obtain an overview of CSR practices hospitality industry. The primary data collected by questionnaire, observation, participation, interviews and secondary data collected by the method of documentation. Through the use of qualitative analysis technique, the target of the study is to analyze the implementation of CSR hospitality industry as the basis for the design of CSR implementation model that is an obligation of all companies. The purpose of this study was to determine the CSR practices that have been on the run by the hospitality industry in Surakarta. The samples used in this study is the first star to five star hotels. By grouping into 3 groups: 1 star hotels, 2 star hotels and 3, and 4 and 5 star hotels This grouping based on the results of questionnaires returned (hotels that are willing to be made in the sample). The questionnaire includes 2 package is for the employee / employee of the hotel to determine their understanding of CSR and for the management of the hotel to find out the practice of CSR policies that have been on the run by the company. The results showed an understanding of CSR implementation in view of the perception of employees / employee of the hotel shows an increase in the understanding of CSR. From interviews in get that for 1,2 and 3 star hotels are already running but there is no exact shape. As for the 4 and 5 star hotel run according to the CSR activities that have been formulated by the central office. Judging from the terminology of CSR basing on the results of the questionnaire was increasing indkator vision and strategy, oversight and accountability, and risk identification and management. As for the composition of external disclosure commissioner commissioner and an increase of 1 and 2 star hotels 3 star hotel, but a decline and are under hotelbintang 1 and 2 for a 4 star hotel and 5. This is possible 4 and 5 star hotel, stay running a CSR strategy that has been set by the center. Interviews showed that CSR has been on the run by a 1.2 star hotel and 3 more in the direction of imaging (charity and phylantrophy) in the neighborhood around the hotel has not been touched for a wider scope. Unlike the 4 and 5 star hotel, which has integrated with wider interests. For example, the provision of scholarships. Hotel 1, 2 and 3 in Surakarta need to start to develop a strategy for implementing CSR in line with the company's business strategy. CSR obligations apply to all companies. So hotelbintang 1, 2 and 3 in Surakarta must immediately undertake the development of the company's CSR strategy in line with the company's business strategy. In developing a strategy to implement CSR can use the approach Susanto (2002), which build support by senior management and employees, observation of others, preparing the proposed matrix CSR activities, develop options for the continuation of the CSR program and make decisions in terms of direction, approach and focus . Further to its implementation using the ISO 26000 approach.

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