THE STRATEGY OF SOCIAL RESPONSIBILITY OF HIGH-CLASS CROATIAN HOTELS

Today in dynamic and turbulent conditions companies should think critically about their influence and responsibility to society. If we consider, that an organization is product and creation of society and enterprise, than manager has responsibility towards society, and not only to its company. Four main components of social responsibility, according to Cathy Enz (2010), are: economic responsibility, legal responsibility, moral commitment and discretionary responsibility. Those components lead to ethical business, social development and need to improve society. The strategy of social responsibility of hotel companies is based on development and need for developing society, and responsibility towards the environment. Purpose of this research is to demonstrate how high-class hotels evaluate and apply strategy of social responsibility. Strategy of social responsibility is consisted of 19 parameters, which are grouped in three variables. Research is conducted on fifty seven high - class Croatian hotels. Basic research goals were: evaluation and measurement of government and social responsibility, continuous improvement and efficiency of hotels in Republic of Croatia. Research questioner was composed out of those three groups. Research problematic refers to the strategy of social responsibility and its performance. The average rate of this strategy is 4,63. It indicates an average grade of four variables from 57 hotel establishment in the Republic of Croatia. The strategy of social responsibility is the most important strategy on what should be Croatian hospitality focus on