Hager Chaker’s scientific contributions

The aim of the study is to identify the sustainability attributes of hotels preferred by guests and to compare the preferences of Hungarian and Tunisian hotel guests highlighting the similarities and differences. We used Q method to show which of the hotels’ sustainability practices and attributes identified in the literature are the ones that are preferred by the guests. There were two samples: 15 Hungarian and 15 Tunisian guests. Three group of opinions were formed in both cases. The essential attributes are those that have emerged as a common point in both countries' opinion groups. The elements related to the social sustainability pillar play just a small important role among sustainability practices. It is important for a sustainable hotel not only to be environmentally responsible, but also to be holistically sustainable, so it is worth incorporating social considerations, if not as an essential element. For sustainable thinking hotels, it is worth addressing the issue of sustainability and responsibility at a strategic level.

Nowadays, the hotel industry is increasingly experiencing that hotel guests are more and more looking for sustainable solutions when traveling and to meet these expectations, hotels need to adapt by implementing sustainability initiatives. This paper aims to explore the behavior, perceptions and consumption preferences of Hungarian hotel guests about the sustainable attributes of hotels. The main research question in this study is to determine the most important sustainability priorities of guests at hotels. We used the Q methodology to study subjective perspectives. Based on the literature, we formulated 35 statements and interpreted them along eight categories. Three groups of opinions were formed: environmentally sustainable, limited sustainable, and self-interested sustainable. Based on the order of preference, it can be concluded that there are basically expected sustainability practices that are mostly related to the environmental pillar. At the same time, the attitudes of the respondents towards the attributes that affect the guests or are implemented with their involvement are not uniform. Among the extra expectations are elements related to the social pillar.By grouping touristswith a similar attitude towardssustainable hotels’ attributes and identifying the CSR value preferences of each group, we make suggestions for hotels on which sustainability practices they should implement, with a greater emphasis on meeting the guests’ expectations, in order to further strengthen tourists’ commitment to sustainable tourism and preference for sustainable hotels.

A tanulmány célja, hogy összevessük a szállodák weblapjain és vendégértékeléseiben megjelenő CSR4 tartalmakat. Kutatási eredményeink körvonalazzák a szállodák CSR tevékenysége és a valós fogyasztói tapasztalatok közötti különbséget, vagyis az úgynevezett value-action gap-et (VAG). A vizsgálatot a TripAdvisor listája szerinti párizsi top 10 zöld szálloda körében végeztük. Tartalomelemzéssel értékeltük a szállodák weblapjain elérhető CSR információkat, valamint megvizsgáltunk a TripAdvisoron összesen 8974 db szállodai vendégvéleményt, melyből 156 db vendégértékelés volt CSR tevékenységet minősítő visszajelzés. A kutatás eredménye rámutatott arra, hogy a szállodák eltérő részletességgel tájékoztatják honlapjaikon a vendégeket a CSR tevékenységeikről. A kommentek túlnyomórészt pozitív véleményt alkottak az egyes CSR kategóriákban, azonban nem minden témakör jelent meg. A kutatás eredményei nagymértékben hozzájárulhatnak a hotelek CSR stratégiájának kiépítéséhez. = The purpose of this study is to compare the CSR content of hotel websites and guest reviews. Our research results outline the difference between the CSR activity of hotels and actual consumer experience – the so-called value-action gap (VAG). The survey conducted was of the top 10 green hotels in Paris, as listed by TripAdvisor. By means of content analysis, we studied information on CSR as displayed on hotel websites, and we then examined a total of 8974 reviews by guests on TripAdvisor, 156 of which concern CSR. The results of the research show that hotels inform guests on their websites of their CSR activities in varying degrees of detail. The comments relating to the CSR categories were mainly positive, but not all CSR topics were covered. The results of this research can contribute seriously to building CSR strategy for hotels.

Corporate Social Responsibility (CSR) policy operates as the self-regulatory system in which a company observes and makes sure it is active in terms of compliance with national norms, ethical standards and the spirit of the law. Williams, Sheridan, and McLean (2019) point out that CSR is a corporate method which is aimed at leading to sustainable development by providing environmental, social and economic benefits for every stakeholder involved. With certain models, a company's implementation of CSR goes beyond compliance, and involves actions which seems to add some social betterment, beyond the benefits of the company and that which is needed by regulation. The motive is to upsurge long-run profits through shareholder trust by taking accountability for business activities, high ethical morals to decrease legal and business risk, and ensure positive public relations. According to Huda et al. (2018), CSR tactics motivate the business to have a fruitful influence on the stakeholders and environment including communities, investors, employees, and consumers. (...)