CSR projekt v hotelnictví se zaměřením na ochranu a rozvoj kulturního dědictví

This diploma thesis examines the topic of social responsibility (CSR) in hospitality. This concept is a frequently discussed topic, especially in recent years, and is already an integral part of the strategies of many businesses. This diploma thesis represents a CSR project, the subject of which is the introduction of a voluntary contribution collected by the accommodation facilities and use to support cultural heritage in the region. The aim of this thesis is to evaluate the potential of the implementation of the proposed CSR project, and to verify the interest in it and the degree of feasibility of the relevant entities in the industry. In order to fulfill the objective, an analysis of consumer perception, research of the potential of the proposed CSR project in the hotel sector and verification of its feasibility with the competent authorities was performed. The theoretical part is dedicated to a search of current theoretical approaches to social responsibility and its importance for tourism and hospitality. The practical part is focused on the CSR project proposal and its implementation in the hotel industry. The results of the survey are evaluated in the final part of the thesis. Following the results of the survey, recommendations and possibilities for further elaboration are proposed.