Documents de recerca

Corporate social responsibility (CSR) has become the central theme of many debates on the role of organizations in society in recent years. The voluntary incorporation of strategies that influence economic profitability and in turn social and environmental issues is already a reality in companies. This article has several aims: (1) to analyse whether CSR is strategic and cross-cutting for companies and whether there exists a true dialogue between companies and stakeholders; (2) to identify the functions, relationships and quality of CSR or sustainability directors; (3) to determine the main challenges for the future; (4) to reflect on the impact that Covid-19 has had on the development of CSR in businesses. The study was based on the Delphi method and employed a sample of 20 experts: 10 academics (lecturers and researchers) and 10 professionals (communication and CSR directors, and CSR and reputation consultants). The results reveal that: (1) with the exception of SMEs, CSR management in companies is strategic and cross-cutting; (2) there is no reciprocal dialogue between companies and stakeholders; (3) the functions carried out by CSR directors can be classified as analytical, strategic, tactical and communicative; (4) the most outstanding qualities of the CSR director are communication skills, deep knowledge of the company and a willingness to work as part of a team; (5) the main challenge for senior management for the future is to be more strategic; (6) Covid-19 has changed the focus in CSR areas of action and in the prioritization of stakeholders. In short, we conclude that CSR management is well rooted in companies and represents a true transformation for businesses as social entities.A

El objetivo de este artículo de revisión es el de subrayar las posibilidades de usar el diseño de la identidad corporativa de un destino turístico como una herramienta para el desarrollo sostenible del mismo. El método de desarrollo ha sido el de contextualizar la necesidad de un desarrollo sostenible y relacionarla con el diseño corporativo. Revisa iniciativas destacadas para lograr un desarrollo económico respetuoso con el entorno, algo que implica a la actividad turística. Se reflexiona sobre la posibilidad de aplicar el diseño de identidad corporativa para lograr el objetivo de desarrollo sostenible para los destinos turísticos. Se detalla el uso de los instrumentos que configuran el diseño de la identidad corporativa de un destino turístico. El objetivo final busca lograr una imagen como síntesis de la acción corporativa diseñada. Se defiende la hipótesis, y también se concluye, de que el diseño de la imagen, el posicionamiento logrado y la personalidad pública expuesta de un destino turístico es el primer paso para el desarrollo sostenible de la actividad turística.