Corporate Social Responsibility (CSR) Communication ... · In the past, organizations focused on...
Transcript of Corporate Social Responsibility (CSR) Communication ... · In the past, organizations focused on...
วารสารการบริการและการท่องเที่ยวไทย ปีที่ 13 ฉบับที่ 1 (มกราคม – มิถุนายน 2561)
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Corporate Social Responsibility (CSR) Communication Element of MICE Industry in Thailand
องค ์ประกอบการสื่อสารความรับผิดชอบต ่อสังคมของอุตสาหกรรมไมซ ์ประเทศไทย
PornchanokPongtongmuangSasiwimonSukbutetal.
PrinceofSongklaUniversity
Abstract CSR communication of Thailand’sMICE businesses can be sustainably and successfullymarketedwhencertaininformationrelatedtoCSRisprovidedtotheirtarget clients.ThisresearchaimstodeterminetheCSRcommunicationcomponentsofThailand’s MICE industry.Thestudyemployedaqualitative researchdisciplineusingapurposivesamplingmethodto includea targetgroupof11scholars inmarketingandmarketing communications,executivesoforganizationsrelatedtoMICE,andoperators involved in theMICE industry. An in–person, in–depth interviewwas used in data collection. ThreemajorCSRcommunicationcomponentsandninesub–elementsemerged fromtheanalysisofqualitativedata.Thefirstmajorelementisenvironmental impacts,which includes the three sub–elementsof1) impacts fromtheuseof resources2) food& beverageand3)wastemanagement.Thesecondkeycomponentissocietyandeconomy,which includes:1)compliancetothe law,2) retentionofwaysof lifeandcultures,and 3)enhancementofsocialandeconomicgrowth.Andthethirdkeycomponent includes thepeoplerelatedtotheMICEindustry,whichare1)thelocalcommunity,2)thestaff,and 3) themanufacturers.Touphold thesustainabilityofMICE industry inThailandall the stakeholdersincludingThailandConvention&ExhibitionBureau,exhibitioncenters,hotels, tour companies andmeeting and conferenceorganizers shouldput forward these CSRcommunicationcomponentsandninesub–elementscomponents toattract their targetcustomers.
Keywords:corporatesocialresponsibility,communication,MICEindustry
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บทคัดย่อ การสื่อสารความรับผิดชอบต่อสังคมของอุตสาหกรรมไมซ์ประเทศไทย เป็นการท�าการตลาดอย่างยั่งยืน ธุรกิจจึงจ�าเป็นต้องทราบองค์ประกอบส�าคัญในการให้ข้อมูลแก่กลุ่มเป้าหมายการวิจัยนี ้มีวัตถุประสงค์ เพ่ือศึกษาและวิเคราะห์องค์ประกอบของการส่ือสารความรับผิดชอบต่อสังคมของ อุตสาหกรรมไมซ์ประเทศไทยซึ่งเป็นการด�าเนินการวิจัยเชิงคุณภาพโดยท�าการเลือกกลุ่มเป้าหมายแบบเจาะจงดังนี้นักวิชาการด้านการตลาดและสื่อสารการตลาดผู้บริหารระดับสูงขององค์กรที่เกี่ยวข้องกับอุตสาหกรรมไมซ์ผู้ประกอบการที่เกี่ยวข้องกับอุตสาหกรรมไมซ์รวม11รายและท�าการสัมภาษณ์เชิงลึกแบบตัวต่อตัวผลการวิจัยพบว่าองค์ประกอบของการสื่อสารความรับผิดชอบต่อสังคมมี3องค์ประกอบหลกัและ9องค์ประกอบย่อยซึ่งแบ่งเป็นองค์ประกอบหลักที่1ด้านสิ่งแวดล้อมได้แก่1)ผลกระทบต่อ การใช้ทรัพยากร2)อาหารและเครื่องดื่ม3)การจัดการขยะองค์ประกอบหลักที่2ด้านสังคมและเศรษฐกิจได้แก่ 1) การปฏิบัติและเคารพกฎหมาย2)การรักษาวิถีชีวิตและวัฒนธรรม 3)การเติบโตทางสังคม และเศรษฐกิจและองค์ประกอบหลักที่3ด้านผู้มีส่วนเกี่ยวข้องได้แก่1)ท้องถิ่นและชุมชน2)พนักงาน 3)ผู้ผลิตสินค้า ในการสื่อสารทางการตลาดเพ่ือให้เกิดความยั่งยืนนั้น ผู้มีส่วนเกี่ยวข้อง ได้แก่ส�านักงานส่งเสริมการจัดประชุมและนิทรรศการศูนย์ประชุม โรงแรมบริษัทน�าเท่ียว รวมถึงบริษัทผู้รับจัดงาน ควรสื่อสารโดยน�าเอาองค์ประกอบและรายละเอียดดังกล่าวมาน�าเสนอเป็นประเด็นส�าคัญ
ค�าส�าคัญ:ความรับผิดชอบต่อสังคมการสื่อสารความรับผิดชอบต่อสังคมอุตสาหกรรมไมซ์
Introduction Inthepast,organizations focusedonmaximizingprofits intheformofcash.Sincetheyear1950;however,businesseshavemovedabout towardsamoreconcernon responsibilityof theorganizationtothesociety,knownascorporatesocial responsibility (CSR).TheCSRconceptasserts thatbusinessescannotbe run for themonetaryprofitalone; concerns for thebenefits to the society shouldbeof greater consideration. Italsoproposesmonitoringofthecorporateactivitiescateringsocialresponsibilityofthe businessesandcommunicatingtheCSRactivitiestoall thestakeholdersofthebusiness(Frederick,1960;Walton,1967). InadditiontocorporateactivitiesbasedontheconceptofsocialresponsibilitybusinesscorporateneedstopublicizetheirCSRactivitiestomakesurethatallstakeholderscanmonitortheseCSRactivities(GRI,2002;GRI,2006;GRI,2008; GRI,2009).InThailandsituationtheconceptofcorporatesocialresponsibilityisinlinewiththePhilosophyofSufficiencyEconomyintheNationalEconomicandSocialDevelopmentPlanNo.11(2012–2016),whichgivesprioritytoaccommodatethechangesintheeconomic,socialandenvironmentalresources,emphasizingthestrategyofsustainablemanagementofnaturalresources.Inthesameway,CSRconceptofthebusinesscorporatesharesthissamegoal: that is tocreatea sustainableorganization.TheCSRconcepthasevolved
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andwidelyacceptedamongboththepublicandprivatesectors,especiallythoseinvolved
inthetourismindustrywhichhasbeengeneratingexcellent incomeformanycountries,
includingThailand(OfficeoftheNationalEconomicandSocialDevelopmentBoard,2012).
Anenormousamountof revenue fromthe tourism industrycanbeused tobuildup
infrastructure in the touristdestinationcitiesandspreadout into local residentareas.
Thisway,thetourismrevenuecanbringaboutwealthtothecountry inboththesocial
andeconomicgrowth.However,activities inthetourism industry relymostlyonnatural
resources; therefore,all stakeholdersmustcooperate inmaintaining thesustainability
ofnaturalresourcesalongwithgrowthinthetourismindustry.
TheMICE industry,asapartof tourism industry, isonebusiness sector thatcan
attract quality tourists to travel to and join activities in theMICE events, such as
meetings,touringincentivesandexhibitions.Atpresent,Thailandhasbeenfocusingonthe
effectivemanagementofthisgroupofMICEtourists.ThailandConventionandExhibition
Bureauwasestablishedintheyear2004toberesponsiblefortheMICEindustry(Thailand
ConventionandExhibitionBureau:TCEP).TCEPiscontinuouslyresponsibleforplanningand
monitoringMICEactivitiesandthebusinessCSRactivities.Themostrecentpromotionof
ThailandMICEeventshasbeendonethroughthecampaigncalled“Thailand; theCSR
Destination:Sustainability&Soulful” inAIME2016TradeShow inMelbourne,Australia.
ThiseventwasanimportantdrivingforcebehindthesuccessandacceptanceoftheMICE
industry.ItalsohelpedencouragemorevisitorsoftheMICEindustrytochooseThailandas
theirdestination(ThailandConventionandExhibitionBureau(TCEP),2016).
However, toestablish theconceptofand truston social responsibilityof their
business,CSRactivitiesthebusinesseshaveconductedneedtobewellpublicizedtoall
stakeholdersofthebusinessandtheirprospectcustomers.Communicationcanbedone
viavarious formsofhightechnologycommunicationchannelsbywhichthemessage is
transmittedtotheaudience, ideascanbeexchangedandquestionscanbeaskedand
answeredeasilythroughmodernmedia.ThecontentsofCSRactivities,so far,havenot
beenevidentlypublicized. It is therefore important that themessageonCSRactivities
mustbeclearlyandeffectivelycommunicated to thepublic soas to reducedoubts
andbuildcredibility for theorganization.The researchers thereforewish tosearch for
theprecisecomponentsofcorporatesocialresponsibility,soastoapplythemforthemore
reasonableCSRelementstoachievesustainabilityoftheMICEindustry.
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LiteratureReview
Thecriticalconceptsand theories related tocorporatesocial responsibilityand
communications of corporate social responsibility are reviewed anddiscussed in
thissection.
The concept of corporate social responsibility
Theconceptofcorporatesocialresponsibilitycanbedividedintothreemaintheories:
corporatesocialresponsibility(CSR),thetriplebottomlineandstakeholdertheory,eachof
whichisadifferenttheoryandyetinterrelated.Corporatesocialresponsibilityfocuseson
theactivitiesoforganizationsthathaveanimpactoneconomy,lawandcontributiontothe
community.CSRineconomyemphasizestheeconomicgrowthofthebusinessthatgoes
togetherwith thatof thecommunity. Legal andethical responsibility is tooperate
business in compliancewith the lawwithin its administration, basedon fairness,
transparency,andaccountability.And thebusinessorganizationhasa responsibility to
thesociety intheformofcharityordonations (Baumgarthe&Ebner,2010;Bowd,2006;
Carrol,1979;1991;Schwartz&Carroll,2003;Shrivastava,1995;VanMarrewijk,2003).
TheTripleBottomLineprioritizestheorganization’sgains,coupledwitheconomic,social
and environmental sustainability to grow togetherwithout destroyingwhichever
(Elkington,1997).Finally, theStakeholderTheoryofmanagement takes intoaccountall
stakeholders,includingemployees,customersandthecommunity.Employeeisaresource
vital totheorganizationbecausethecorporatepoliciescanonlybeput intopractice if
theemployeehaspositiveattitudeandwillingnesstocomplywiththeestablishedpolicies
(Mishra&Suar,2010).Customerswillacceptthegoodsandservicesthatareenvironmental
friendly(Ghosh&Gurunathan,2013;Miishra&Suar,2010).Tothecommunity,businessmust
takeintoaccountthesurroundingcommunitiesasstakeholders,suchasschools,temples
andhospitals(Skudiene&Aurskeviciene,2012;Arevalo&Aravind,2011).
The concept of corporate social responsibility communications
DavidK.Berlohasdevelopedatheoryexplaininghowthesenderssendthemessage
successfullyandhowtherecipientswillreceive,translateandinteractwiththemessage.
IntheSMCRtheory,S–sourceofmessagesendersneedseveralcapabilitiesincluding
skillstocommunicatewiththeabilityto“encode”contents,apositiveattitudetowards
the recipients forasuccessfulcommunication,goodknowledgeabout themessageto
betransmitted,theabilitytoadjustthelevelof informationthat iseasyorfitthelevel
ofknowledgeof the recipients,andunderstandingof thesocialandculturalbasis that
corresponds to the recipients.M –message is related to thecontent, symbols and
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themethodsof sendingmessages.C–Channelsofdelivery shouldbeable to send
messagestotherecipientswiththefullorapartofthefivesenses:sight,hearing,touch,
tasteandsmell.R – receiversmusthavetheskills tocommunicatewith theability to
“decode” the content. The receivermusthaveapproximately the sameor similar
attitude,knowledgeandunderstandingofthesocialandculturalbasisaboutthemessage
transmittedasthoseofthesource/senderforasuccessfulcommunication.
Theories of functional communication can be divided into four theories:
Libertarianism,Authoritarianism,Totalitarianism,andSocialResponsibility.Conceptsof
social responsibility ineachof these theories geared towards sustainability for the
organization. It is important that theorganizationcommunicate the implementationof
itscorporate social responsibility;and thiscancreatecredibility for thebusinessand
positiveattitude towards stakeholders that, in turn,bringabout reputationandgood
imageofthecorporate(Du,Bhattacharya&Sen,2007,2009,2010).Further,communication
ofCSRcanbeusedasatooltodemonstratethecorporatetransparency(Podnar,2008).
Thetheoriesofcommunication,basically,aimtotransmitinformationthroughthemedia
toraiseawarenessandunderstandingtotheaudience.Atpresent,however,therearea
varietyofcommunicationmediawithmuchgreaterchoicestobechosenforappropriate
andeasytounderstandwaystocommunicatethecorporatesocialresponsibilityconcept
andactivitiesofthebusiness(Christensen&Cheney,2011;Schultz&Wehmeier,2010).
Methodology
Theresearchersemployedaqualitativeresearchmethodand inductive inference
ofresults inthisstudy. InterpretationofPhenomenawasusedasaguidetounderstand
themeaningelicitedfromthosewhohaveexperience intheprimarycommonmeaning
ofthesubjectofthestudy.TheconceptofInterpretationofPhenomenaorHermeneutic
person isa reasonablemethodofdatacollection to interpret this typeof information.
Thisconceptbelievesthatpeopleareveryimportantsourcestothestudysincetheideas
orinformationweregainedfromeachoftheirownuniqueexperience.However,thesource
personsneedtohaveimportanttraits,suchastheyhavebeenlivinginthetargetareaof
studyenvironment;theyarevalued intermsofexperienceandknowledge inthetarget
areaofstudywhocangivevaluablemeaningandinterpretationofthesubjectofthestudy
(Brentano,2014;Husserl,2012).AlthoughInterpretationofPhenomenaineachtheoryhave
slightlydifferentfocuses,allinall,thecommonconceptofphenomenologyisbasedon
theconceptof“What istrue isnotnecessarilysomethingthatcanalwaysbeperceived
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bythesenses”.However,manycanbeaccessibleonlybyunderstandinggainedfromthe
sameexperienceofcreatingtheconformityofessence.Theideasofsameunderstanding
andsameexperiencefromseveralindividualsisconsistentwiththeconceptofHeidegger’s
phenomenology“constructivism”whichisatheorythatrepresentsafoundationstonein
buildingtheknowledgeofthestudy.Theetymologyof“construct”means“build”and
inthiscaseitreferstothecreationofknowledge,mostlyfromthefindingsofthestudy
(Creswell&Plano,2007;Bhodhisita,2007;Duffy&Cunningham,1996).
Research Population and Sample
The researchers targetedaspecificgroup representing thekey informants in the
MICE industry area to achievea true reflectionof theexperience for the synthesis
of communicating CSR issues to the public. This group of informants comprised
aspecificgroupof11scholarsinmarketingandmarketingcommunications,executivesof
organizationsrelatedtoMICE,andoperatorsinvolvedintheMICEindustry.Thenumberof
informantsdependedontheadequacyofthegainedinformation.Whentheinformation
wasavailableandsufficienttoanswertheresearchquestionsandcompletealldimensions
ofthestudythatwastheendofaninterview.Thisdatacollectingmethodisinlinewith
themethodofqualitativeresearchstatingthatphenomenologicaldataisadequatewhen
interviewswith5–10informants(Houser,2008).Inthisstudydatawasgainedadequately
withtheunstructuredin–depthinterviewswiththesuitabletargetgroupof11informants
(VanManen,1978;Creswell&Plano,2007).
DataCollectingMethod
The researchers collected thedataby employing theunstructured in–depth
interviewswithindividualinformants.Theunstructuredinterviewwasusedsothatitcan
provideprofounddepthof information. Interviewquestions,however,werewelldrafted
forthefactualinformation,opinionsandattitudesontheissues,whileresearchersmade
theinterviewmorelikeadailytalk.Forthistypeofdatacollection,theresearchersmust
beexperiencedandwellpreparedbeforetheinterviewsoastoelicitfactualinformation,
opinionsandattitudesonthe issuesofthestudy. Inotherwords,obtainingthistypeof
datadependsmostlyon theabilityof researchers inaskingquestions toelicitmore
in–depth informationon issuesof the research (Creswell&Plano,2007;Holsti, 1969;
Chantawanichom,S.,2011).
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DataAnalysis
The resultsofanalysisofdatawerederived from InterpretationofPhenomena
basedonColaizzi’smethodasawayofunderstandingthehumanexperience.Itrequires
aprocessoflearningfromadialogwiththeexperiencedpersonwhocantransmitdatato
adeepandsynchronizedreality.Thisqualitativephenomenologicaldataanalysiscanbe
dividedintothreestages:1)avarietyofmethodswereemployedtomakesurethatdata
werewell–organized,while thosenot involved in the studywere truncated.2)The
gaineddatawerethendisplayedbymeansofadescriptive report,and3) thefindings,
conclusionsand inferencesof the resultswerefinallydraftedandexaminedtoanswer
thequestionsoftheresearch(Plodpleung,A.,2014;Benner,1994;Houser,2008;Leonard,
1989). Inthisstudydatacollection followsthestagesas:first, thedata recordedduring
the interviewweretranscribedforseveral timestoobtainthenecessaryandadequate
informationforunderstandingthecorrectmeaningof the information.Next, theresults
ofeachinterviewwillthenbereviewedindetail.Thisisavitalstagetogetthenoteworthy
essenceof the interviews. Themain issueswerefinally categorizedby keywordsor
phrasesandexplained indetail inadescriptive report,while someambiguous issues
wereclarifiedsothattheycanbeeasilyunderstood.
ResearchContextandDiscussion
CommunicationofCSRoftheMICEindustryinThailand,formtheinterviewresults,
canbecategorizedintothreemaincomponents.
Thefirstmajorcomponent isEnvironmental Impact :Theenvironmental issues
arethetopicsofconcernsofpeopleinthesociety.MICEoperationalactivities,asapart
of thetourismbusiness,canunavoidablecausenegative impactsontheenvironment.
Thetouristswillhavetousethelimitedresourcesavailabletotheirinfiniteneeds.Soitis
essentialthatallstakeholders inMICEbusinessrecognizeandcooperate inpreservation
oftheenvironment(Archer,1996;Thomas,1992;Laarman&Gregersen,1996).FortheMICE
industry,theconsumptionofresourcesrelatedtofoodsanddrinksisanimportantpartof
itsevents.Withalargenumberoftourists,therewillbeanincreasingamountoftrashand
wastesandthisaffectsthecommunityandenvironment,both inshortandlongterms.
Thewastemanagement,therefore,mustbewellplannedandimplementedinduetime
andnotbeingignoredforitmaycauseproblemsinalatertime.Thisissueofenvironmental
impact isofconcernofoneof the intervieweessaying,“InMICE Industrywhich isone
typeof tourismmodels, foodandbeverage servicesareessential in theirbusiness
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activities;andthiscausesanenormousamountoftrashandwaste.However,ifthewasteis
managedwell,itwillnotharmtheenvironment.Therefore,goodcaresmustbetakenin
theuseofresourcesandwastemanagementtocarefortheenvironment.”Thefindingsof
thisresearchshowedthatthefirstmainCSRcommunicationcomponentofenvironmental
impact canbe furtherdivided into three sub–elements. Thefirst sub–elementwas
impactsonthelimitedresources.Itisthereforecrucialthatallinvolvedsectorsfocuson
thecommoncarefortheenvironmentandcommunicationofthisissueshouldbedone,
soas tocreateawarenessandunderstandingonthe impactonthe resources through
the clear andmodern communicationmedia. The second sub–element, foodand
beverageweredirectlyrelatedtotheactivitiesandservicesofMICEindustry.Theservices
onfoodandbeveragehavetobewellplannedforthesakeofenvironmentalconcerns.
Inthemeantime,communicationsonqualityof foodandbeveragesuchas ingredients,
manufacturingandexpiringdatesmustbeclearlyshowntoensurequalityandsafetyfor
thetouristconsumers.Thethirdsub–element,wastemanagementmustbewellplanned
anddone.Communicationmustbedonewithall typesofmediatocreatecooperation
andawarenessinreducingwastecausedbyconsumptionoffoodandbeverage.Promotion
on theuseofbiodegradablepackagingandpractices in reduce, reuseand recycleof
packaging shouldbedone throughcommunications thatprovideactualandeasy to
understandinformation.
The secondmajorcomponent is societyandeconomy: theorganizationwitha
focusonsocial responsibilityholdstheconceptionofgrowingtogetherwiththesociety
andeconomy, not only on themonetary gains. Business shouldbeheadedby a
constructive impactonsociety: contributing to society, involving the societyand the
societywill, in turn,attend to the sustainablecompetitivenessofbusinessesand its
economic growth.As theMICE industry is currentlyaiming tocater theirbusiness to
destinations in the regions (Archer,1996;Laarman&Gregersen,1996).Thisconceptof
mutual support is in accordancewith the information gained from the interviews
“Atpresent, it is impossible for theenterprise to growalone; it should growalong
sociallyandeconomicallywiththecommunityand incomplianceto lawsandwaysof
localliving,”ThesecondmainCSRcomponentconcerningsocietyandeconomycanbe
furtherdividedintothreesub–elements.Thefirstsub–elementiscomplianceandrespect
tothelaws.Atpresent,communicationintheissuesconcerningemployee’srightshouldbe
accurate,clearandup–to–date.Thestraightforwardinformationshouldbegiven,suchas
theemployee’sbenefitsand their rights, compensation in regular timeandovertime,
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informationonsafetypolicyoreventheright totake leaves.Thesecondsub–element
is tomaintain thewayof lifeandculture.Thesustainableeconomicgrowthmustgo
alongwiththatofthelocallifestyleandculture.Thiscanhappenthroughthecreationof
activities toenableparticipationandexchangesofknowledgeand ideas.Cultureand
local life is valuable andmust remain forever in tandemwith the growth of the
economyand society. Communication component in this areamustbedone fully
forbetterunderstanding toachieveawarenessandawillingness to shareand learn.
Thethirdsub–elementisthesocialandeconomicgrowth.MICEindustryisanopportunity
tocreateincomesandjobsfortheworkersinthetouringdestinations.Atthesametime,
theorganizationsor enterpriseshave todevelop their owncapacity tomeet their
customers’demandandtheirownbusinessgoal. It isessential thatorganizationsselect
theeffectiveways tocommunicate to thepublicon theeconomicandsocial growth
alongwiththeirbusinessgrowth.
Thethirdmajorcomponentconcernsstakeholders.InMICEbusiness,thereareseveral
partiesconsistingofshareholders,customers,employeesandvendors,whohavebeen
affected,bothdirectlyand indirectly.Howtheorganizationsaremanagedwill inevitably
beexpectedbyallstakeholders.Theactivities/eventstheyorganizewillhavebothpositive
andnegative impactsonallstakeholders, including localcommunities,employeesand
evensuppliersofgoodsandservices.Therefore,organizationsmustbeabletocarryout
activitiesthatcanmeettheneedsofallstakeholdersasmuchaspossible(Freedman,1984;
Foster&Jonker,2005).This idea isconsistentwiththedatagainedfromthe interviewees
that“Stakeholdersare those thatorganizationsneed tocare for.For their successful
eventsplanningandschedulingofMICEactivitiesshouldbeorganized inordertomeet
thedemandsandneedsofallpartiesinthebusiness, includingcustomers,employeesor
localcommunitiesandmanufacturers”.ThethirdmainCSRcommunicationcomponent
ofstakeholderscanbe furtherdivided intothreesub–elements.Thefirstsub–element
s local areasandcommunity.The stakeholders shouldbeable to straightforwardly
share and learn about thebenefits and impacts the local communitywill have.
All stakeholders should learn and exchange ideas and information openly and
sincerely formutual understanding and benefits. The second sub–element is
employees. At present, human rights law and international agreements prioritize
theworkers/employeesasan importantmechanismtodrivethesuccessfulactivitiesof
theorganization.Fororganizationalgrowthandsustainabilityofabusiness it isnecessary
that thebusiness givepriority to thecareandattention toemployeeswith fairness.
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Employees shouldbeable todevelopcontinuously inknowledgeandskills togrow
professionallyintheirjobwiththefullsupportbytheorganizations.Thethirdsub–element
is theentrepreneurs.Themanufacturerof theproducts is an importantpartof the
stakeholdersindrivingbusinessplansofactiontoachievethegoal.Sharingandlearning
fromaccurateandcompleteinformationhelpscreateconformitybetweenentrepreneurs
andthecorporate,resultinginefficientdecisionmakinginMICEbusiness.
Findings
Thethreemaincomponentsandninesub–elementsofcorporatesocialresponsibility
communicationforThailand’sMICEindustryaredraftedinthefollowingchart.
Conclusion
Findingsof the studyonCorporateSocialResponsibility (CSR)Communication
Elementsof theMICE Industry inThailandwere inaccordancewiththecommunication
theoriesintermsofthethreemaincomponentsforcommunication,consistingofsender,
messageand receiver.Thefindingsof thecurrent researchwereexplained in termsof
messages tobe communicated. Themessages concerningCSRofMICE industry in
CSR Communication
Environment
Skatesholder
Resources
Food&Beverage
Waste
Compliancetolaw
Life&Culture
Social&EconomicGrowth
LocalCommunity
Staff
Manufacturers
Society&Economy
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Thailandshouldcomprise the threemaincomponentsof impacts to theenvironment,
societyandeconomy,and livingandcultureof thecountry.Themessageconcerning
impactstotheenvironmentcovereddetailedimpactsofthebusinesstonaturalresources
both renewableandnonrenewable.Servicesof foodandbeveragecouldalsocause
environmentalproblems,withoutagoodmanagementofwaste.The impactsofMICE
industryonthesocietyandeconomyofthecountryconcerntheissuesofcomplianceto
thelaws,howtoretainthewaysoflivingandcultures,andhowtoenhancethesocialand
economicgrowthofthelocalcommunity.ThefinalimpactsofMICEindustryarethoseto
allthestakeholdersofthebusiness,includingthelocalcommunity,thestaff/employeeand
themanufacturers/entrepreneurs,allofwhichshouldequallybenefitfromtheindustry.
Threemain components andnine sub–elementsofMICECSRcommunication
wereemergingfromthesynthesisofqualitativedataofthecurrentstudy.Thesefindings
shouldbecommunicatedtothecustomersandthepublic.Thefirstkeycomponent is
environmentalconcernwith thesub–elementsofcompounded impacton resources.
This shouldbeof social responsibility in the issueson resourceuse, cooperation in
conserving resourcesandstatisticsonavailabilityand run–outof resources.Messages
concerning foodanddrinkmustbecommunicated inCSR–relatedcontent including
manufacturingandexpirydates,ingredients,andnutritionelementsandotherfoodsafety
informationmustbeclearlyshown.Anothersub–elementof thiskeyCSRcomponent
concernswastemanagement.Contents tobecommunicated should includecontrol
ofwaste, recyclingand impactsof the increasingvolumeofwaste.Thesecondmain
component is societyandeconomyconcernwith threesub–elementsof respectand
compliance to the law.Messages shouldprovide informationon theprotectionof
workers’rightsandbenefits,suchaschildlabor,regularandovertimecompensationand
safetypolicy foremployees.Another sub–elementconcernsconservationof lifestyle
andcultureof the localcommunity. Informationsuchas localuniquenessandbeliefs
shouldbesharedandlearnedsoastoconveythevalueoflifeandlocalculture.Thelast
sub–elementinthiscategoryisopportunitiestoearnmoneyandservicestobeprovided
inresponsetocustomerdemand,andinnovationstobeused,allofwhichcanbringabout
sustainabledevelopmentto individualsandthelocalcommunityasawhole.Thethird
maincomponent is thestakeholders.Thefirstsub–elementof thiscategory isof local
areasandcommunity.Thesentmessage shouldprovide informationon thebenefits
andadverseeffectsandparticipation in socialdevelopmentof the localcommunity.
Thesecondsub–elementconcernsthestakeholdersinworkforce.Theemployeemustbe
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providedwith opportunities for professional development, the guidelines for the
developmentofknowledgeandskills.Thethirdsub–componentconcernsmanufacturers
/entrepreneurs. Importantmessage to communicate in this area comprisesproduct
standards,qualityimprovementschemesfortheproducts/servicestomeetthedemand.
Provisionofinformationonalloftheseaspectswillenhancethecustomer’sdecisionto
usetheproducts/services.
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