Preliminary communication

CORPORATE SOCIAL RESPONSIBILITY OF CROATIAN MARINAS

Sara Klarić ; The Municipality of Funtana
Kristina Afrić Rakitovac orcid.org/0000-0003-4336-347X ; Faculty of Economics and Tourism “Dr. Mijo Mirković” Juraj Dobrila, University of Pula
Klara Trošt Lesić orcid.org/0000-0001-8226-1914 ; Tourism Department, Institute of Agriculture and Tourism

Abstract

Marinas are the most important nautical tourism entities, whose competitiveness, business excellence and long-term prospects are not the only features upon which their business operations are based. In the modern business world, the significance of corporate social responsibility (CSR) is increasing. All marina businesses should,
therefore, be measured based on their contribution to the economic progress, ecological quality and social capital. The goal of this paper is to provide a theoretical and practical contribution to the understanding of CSR in marinas, while its purpose is to determine the role of CSR in achieving the competitiveness of marinas in the
nautical tourism market. The research has shown, considering the relatively low percentage of marinas that responded to the survey questionnaires, insufficient integration of the CSR in the Croatian marina business, as well as their poor interest in the CSR evaluation. Additionally, the implementation of such a practice in the observed marinas is also very recent, leaving considerable room for improvement and progress, which will be manageable only in cooperation with a stimulating environment. The implementation of CSR in the marina business is a great challenge, but it can result in various benefits for their competitiveness, image and communication and collaboration with various stakeholders.

Keywords

sustainable tourism; corporate social responsibility; nautical tourism

Hrčak ID:

140283

URI

https://hrcak.srce.hr/140283

Publication date:

30.6.2015.

Article data in other languages: croatian

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