The limited disclosure of social and environmental concerns identified in this study
represents a “missed opportunity” by the hotel chains to build goodwill, generate
business and capture potential investors, among other potential benefits. Having said
that, it is instructive that the limited and ineffective CSR reporting identified in this
study is consistent with several studies of hotel chains in even the developed world
(e.g. Bohdanowicz and Zientara, 2009; Jones et al., 2006; Holcomb et al., 2007). In order
to reverse the situation, a good starting point here would be the development of a
corporate CSR policy and its subsequent organization-wide institutionalization. This
implies that existing organizational structures have to be “greened” by creating
dedicated CSR departments to drive the CSR initiatives and reporting as identified
among some international hotel chains (see, e.g. Holcomb et al., 2007).