The Implementation of Corporate Social Responsibility in the Social Role of the Aston Balikpapan Hotel in East Kalimantan
Keywords:
Corporate Social Responsibility (CSR), hospitality, social philanthropy, Carroll's CSR Pyramid, Archipelago Cancer Care Initiative, social role of hotelsAbstract
This study originated from the lack of research on Corporate Social Responsibility (CSR) in the hospitality sector, which still focuses heavily on economic impact, reputation, and consumer loyalty, while social philanthropy aspects, especially those related to children's health in the context of hotels in Indonesia, are still very minimal (Lee and Heo, 2009; Inoue and Lee, 2011; Martínez and Rodríguez del Bosque, 2013). The purpose of this study is to evaluate the implementation of CSR at the Aston Balikpapan Hotel through the Archipelago Cancer Care Initiative (ACCI) program as a manifestation of corporate socialresponsibility. The approach used in this study is descriptive qualitative based on literature review and document analysis, where the data sources come from academic journals and official company publications which are then processed using Carroll's CSR Pyramid framework (1991). The findings reveal that the ACCI program reflects the philanthropic and ethical aspects of CSR through social support and the hotel's direct involvement with children suffering from cancer, while at the same time strengthening the company'ssocial legitimacy. Thisisin line with the findings of Fatma et al. (2016), which show the positive impact of ethical and philanthropic dimensions on the views of stakeholders. Implicitly, this study emphasizes that CSR in the hospitality sector not only plays a role as a business strategy, but also as a form of social responsibility that supports community welfare and enriches the perspective of humanitarian-based CSR in the hospitality industry in Indonesia.
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Copyright (c) 2026 Ahmad Irzammudin, Elysia Dyah Puspitasari (Author)
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