The Effect Of Corporate Social Responsibility In The Hospitality Industry: A Case Study Of AH Hotel And Conference

Abstract

This research examines the diverse impacts of Corporate Social Responsibility (CSR) in the hospitality sector, focusing on AH Hotel & Conference in Ghana as a detailed case. As ethical business practices become vital for a competitive edge, the study fills a gap by linking CSR initiatives with their effects on key performance metrics. Based on Stakeholder Theory and the Triple Bottom Line, the methodology combined quantitative surveys of guests and staff, qualitative interviews with management, and a review of internal documents. Results show CSR adds meaningful value socially, environmentally, and economically. Environmental efforts, such as energy-efficient upgrades, led to lower operational costs, supporting eco-friendly investments. Socially, CSR boosted employee pride and engagement, reducing staff turnover by 15% in highly involved departments. For external groups, CSR increased guest loyalty through stronger brand trust and elevated the hotel's reputation as a community partner, building social capital. The findings emphasise that CSR's effectiveness depends on stakeholder perceptions. The study recommends AH Hotel & Conference shift from sporadic efforts to a strategic CSR approach, backed by a system to evaluate perceptions and outcomes. Overall, this research provides empirical evidence from an emerging economy, highlighting that well-aligned CSR is essential for sustainable competitive advantage, resilience, and stakeholder reputation in the hospitality sector.