Sign in Subscribe
Tourism

New Research on Sustainability in Hospitality Industry Reveals Importance of Integrating Corporate Identity, Social Responsibility, and Reputation

Strategic Insights

— 1 min read

Recent research from Anglia Ruskin University has shed light on the critical factors that influence the sustainability of hospitality companies. The study, published in the International Journal of Hospitality Management, utilized a multidisciplinary approach to examine the interplay between corporate identity, corporate social responsibility, and corporate reputation. Through a comprehensive review of the literature and qualitative methods, including interviews and focus groups with employees and managers, the researchers identified 20 critical CI factors across corporate communication, visual identity, and management behavior.

Key Takeaways:

  • The study reveals that corporate identity (CI) has a significant impact on corporate social responsibility (CSR) and corporate reputation (CR) in the hospitality industry.
  • Inconsistent CSR strategies can lead to unexpected outcomes among hospitality employees, highlighting the need for a holistic approach to sustainability.
  • The researchers introduce a triadic framework that integrates CI, CSR, and CR, offering a comprehensive perspective essential for sustainable branding in hospitality.
  • The study emphasizes the importance of management behavior, corporate communication, and visual identity in shaping the hospitality company's reputation and social responsibility.
  • The findings have significant implications for hospitality managers and policymakers seeking to promote sustainable practices and responsible business conduct within the industry.

Statistics:

  • 20 critical CI factors were identified across corporate communication, visual identity, and management behavior.
  • The study involved interviews with managers and focus groups with employees from the UK, Malaysia, and Iran.
  • The researchers conducted a survey among hospitality and tourism employees in the same three countries.
  • The International Journal of Hospitality Management is a peer-reviewed journal published by Elsevier Sci Ltd.

Sources:

  • Integrating Corporate Identity, Social Responsibility, and Reputation: a Triadic Framework for Sustainable Branding In Hospitality & Tourism. International Journal of Hospitality Management, 2025;130.
  • Anglia Ruskin University https://www.anglia.ac.uk/
  • Pantea Foroudi, T. C. Melewar, Norbani Che Ha, and Marwa Tourky.
  • NewsRx. Researchers' Work from Anglia Ruskin University Focuses on Sustainability Research (Integrating Corporate Identity, Social Responsibility, and Reputation: a Triadic Framework for Sustainable Branding In Hospitality & Tourism). Ecology, Environment & Conservation. September 5, 2025; p 844.

Read more