Implementation of Corporate Social Responsibility (CSR) in the Hospitality Industry: A Case Study at The Alana Solo

Abstract

Corporate Social Responsibility (CSR) is gaining increasing attention in the hospitality industry as demands for sustainable business practices, encompassing social, environmental, and economic aspects, then continue to rise. The hospitality industry is directly connected to local communities and the environment, making the implementation of CSR essential for supporting long-term sustainability. This study aims to evaluate the implementation of CSR at The Alana Hotel and Convention Center Solo and to explore its alignment with the Triple Bottom Line concept (People, Planet, Profit). This study employs a qualitative approach using descriptive methods, utilizing secondary data in the form of official documents and publications regarding the hotel’s CSR programs, which were analyzed inductively. The results indicate that the “People” dimension is the primary focus through social initiatives and employee welfare programs. The “Profit” dimension is evident in active collaboration with local small and medium-sized enterprises (SMEs) involved in the hotel’s operations. Meanwhile, the “Planet” dimension is reflected in policies to reduce plastic use, although the development of more comprehensive environmental programs is still needed. This study underscores the relevance of the Triple Bottom Line approach in analyzing hotel CSR practices in medium-sized cities, as well as the importance of developing more structured and sustainable programs within hospitality business strategies.