Original scientific paper
https://doi.org/10.38190/ope.10.1.6
Corporate social responsibility in the agrotourism of the Republic of Croatia
Marina Gregorić
orcid.org/0000-0003-0741-2908
; University North
Đurđa Somođi
; Polytechnic of Međimurje in Čakovec
Tena Kovačić
; Polytechnic of Međimurje in Čakovec
Abstract
The subject of this paper is the application of corporate social responsibility in agritourism, “peasant tourism” or “tourism at family farms” in the Republic of Croatia. The aim is to explore the trends of corporate social responsibility through entrepreneurial activities in the tourism sector that relate to family farms, with the tendency of their development in combination with certain contextual factors. The methods used in this paper are the historical method, methods of analysis and synthesis, induction and deduction, and empirical quantitative method using a structured questionnaire instrument on a sample of entrepreneurs operating as rural households (OPGs) in the Republic of Croatia. In-depth interviews were also conducted with representatives and owners of family farms. The collected data was processed with descriptive statistics and an analysis of the application of socially responsible business in this segment of tourism. The practical implication of the research is that socially responsible business must not be neglected because it is a prerequisite for achieving competitive advantage and should be combined with the change of national culture with regards to applying socially responsible business in agritourism.
Keywords
agritourism; OPG; family farm; corporate social responsibility
Hrčak ID:
239698
URI
Publication date:
24.6.2020.
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