Introducing CSR into a Small-Sized destination management company : case of Safartica

The aim of this thesis was to integrate corporate social responsibility (CSR) into the strategy of a small-sized destination management company while only focusing on the introduction stage. The formulation of the final CSR vision and mission, and evaluating the case company’s current CSR performance were aiming to suggest a final CSR management plan for the case company. The theoretical part in this thesis gives an understanding of the concepts of CSR,CSR and Tourism industry, CSR and SMEs and the way how CSR can beintegrated into a company while presenting some adjustment suggestions from scholars specifically related to CSR integration in SMEs. The qualitative research method was chosen as the research method for this thesis. Two managers from the case company were chosen as data resources,and data was collected through interviewing. The purpose of interviewing was to know the case company’s vision, mission, and main business objectives in order to prepare the CSR vision and mission for the case company, and evaluate case company’s current CSR performances in order to suggest a final CSR plan based on evaluation results, CSR vision and mission. The main result of this thesis is the final CSR management plan. In this management plan, different CSR objectives towards different stakeholder groups are put forward, including the case company should keep employees remain happy and healthy at work, improve customer satisfaction, develop supplier care, develop environment care, develop local community care, and ensure that the capital shareholders have invested in the firm is well-managed. Based on those objectives, a series of CSR activities are proposed by the author with corresponding indicators for the case company to evaluate results after implementation. The complete CSR plan was presented in this thesis through a table followed by detailed explanation towards every stakeholder groups