Einfluss von Corporate Social Responsibility auf die Reputation von touristischen Unternehmen

The term reputation originated from business administration and is applied to the tourist enterprises TUI, Deutsche Bahn and Lufthansa. Especially the influence of Corporate Social Responsibility (CSR) as voluntary acceptance of responsibility in the areas of business market, environment, employees and society on their partial reputation in the media stands in the foreground. In order to determine this, journalists and financial analysts, who function as opinion leader with a conciliatory and powerful definitive role in building the reputation, have been investigated by a quantitative questionnaire.

The assumption that CSR might influence their assessment of reputation could not be confirmed. Generally speaking a skeptical attitude towards CSR was established, especially by journalists. The central result of this investigation is that above all corporate communications causes a positive assessment of reputation. The author disposes of considerable practise knowledge due to long-standing leading positions in a leading tourism group.