Customers' Perception of Corporate Social Responsibility in Finnish Tourism Industry

Abstract

Corporate Social Responsibility nowadays is perceived as a unique concept that might have a posi- tive impact not only on any businesses’ performance, but on the society as a whole. Even though Corporate Social Responsibility as a concept is already being actively engaged by many leading companies of different industries, in tourism industry it is only in the beginning of its possible fur- ther growth. Besides, customer perspective on the given topic is barely researched. Thus, the study aimed to outline customers’ perception of Corporate Social Responsibility, particularly, in Finnish tourism industry. The study emphasized a problem of involving Corporate Social Responsibility in any company’s performance. The main objective of this project work was to examine how people understand Cor- porate Social Responsibility in Finnish tourism industry. Equally, a researcher assessed how does Corporate Social Responsibility affect people’s purchasing decisions. Topic selected is covered from its theoretical base and framework as well as from customer perspective. A researcher em- phasized main aspects and approaches of Corporate Social Responsibility in line with impact it has on consumers’ buying behaviour. To solve the problem of this research, quantitative data collection method was chosen. To obtain people’s opinions regarding the topic, a survey was conducted. The purpose of the survey was to evaluate how many people are familiar with the term Corporate Social Responsibility and its as- pects. Furthermore, a researcher was aiming to determine whether any company’ social responsi- bility attitudes and reputation are factors for choosing service provider in the sphere of tourism. As the study has its target group, a survey was narrowed particularly to people living in Finland and using local services. The results of the research conducted were represented in figures and analyzed. Results cover each subtopic ever discussed in thesis and the summary is represented in the table. Overall, the study found that majority of customers in Finnish tourism industry stated that company’ reputa- tion affect their purchasing decisions. It was also found that among pupils asked Corporate Social Responsibility is associated with environmental and ethical matters. Customers expect companies to be engaged in CSR activities and report their actions.