Model of Empowering Marginalized Communities Around Star Hotels Through Corporate Social Responsibility
- DOI
- 10.2991/atf-16.2016.36How to use a DOI?
- Keywords
- empowerment, marginalized communities, star hotels, corporate social responsibility
- Abstract
This research aims at creating a model of empowering marginalized communities around star hotels through Corporate Social Responsibility (CSR) at Surakarty City, Central Java, Indonesia. This study is of a case study. It uses five techniques for collecting data: observation, questionnaire, in-depth interviewing, focus group discussion and research diary. The research was conducted at Banjarsari and Serengan Districts of Surakarta City from February to September 2015. Banjarsari District was inhabited by many former prostitutes while Serengan District was populated by many former criminals. Twenty former prostitutes (1st group), 20 former criminals (2nd group) and 6 instructors from star hotels located at both districts as well as members of Indonesian Hotel and Restaurant Association (IH&RA) were prepared to be research subjects and supported by hotel kitchen and lobby as venues for training activities instead of ordinary classrooms. Through participatory community research approach, the 1st group was trained to make, package and display jajan pasar (traditional snacks) and the 2nd group was trained to play and perform gamelan (traditional ensemble music of Java). The research findings show that (1) methods of local needs based training is conducted effectively and appropriately to empower marginalized communities around star hotels through CSR. The methods give trainees the opportunity to experience making, packaging and displaying jajan pasar and playing and performing gamelan; (2) the outcome is in the form of sustainability livelihood which create new sustainable jobs for people as suppliers of jajan pasar and providers of gamelan players to star hotels; and (3) the implementation of CSR creates harmonious relation between the management of star hotels and the communities. The findings also recommend strongly that methods of empowering marginalized communities around hospitality industries could be applied usefully everywhere if the association of hospitality industry pays attention to the needs of the local communities
- Copyright
- © 2016, the Authors. Published by Atlantis Press.
- Open Access
- This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).
Cite this article
TY - CONF AU - Budi Purnomo AU - Rizky Salzabila PY - 2016/05 DA - 2016/05 TI - Model of Empowering Marginalized Communities Around Star Hotels Through Corporate Social Responsibility BT - Proceedings of the Asia Tourism Forum 2016 - the 12th Biennial Conference of Hospitality and Tourism Industry in Asia PB - Atlantis Press SP - 251 EP - 256 SN - 2352-5428 UR - https://doi.org/10.2991/atf-16.2016.36 DO - 10.2991/atf-16.2016.36 ID - Purnomo2016/05 ER -