ОНЛАЙН ВИДИМОСТ НА КСО НА ХОТЕЛИТЕ В БЪЛГАРИЯ: СРАВНИТЕЛНО ИЗСЛЕДВАНЕ НА СЪСТОЯНИЕТО Й ПРЕЗ 2021 СПРЯМО 2014 ГОДИНА

Abstract

The paper explores the online reporting of socially responsible activities of the hotels in Bulgaria in 2021 and conducts a comparative analysis with the situation in 2014 using the same sample. A set of 5 indicators for CSR "reporting”(Holcomb, Upchurch & Okumus, 2007) is extended by one new indicator and implemented for the purposes of the study which is based on content-analysis of 130 hotel websites. In its last part the paper contains conclusions about the state of the CSR online „reporting” of the hotels in Bulgaria and suggestions about better usage of it for hotel online marketing.