| Abstract | Tema ovog rada je DOP u organizacijama u kulturi i turizmu. DOP je etičan i održiv način poslovanja koji podrazumijeva integraciju ekoloških i socio-kulturnih komponenata u poslovne strategije organizacija. Takvim se poslovanjem organizacije izdižu iznad poslovanja na zakonski propisan način. Međunarodna organizacija za standardizaciju (ISO) razvila je i standard DOP-a, ISO 26000: 2010. Tim se standardom definira 7 ključnih područja i 7 ključnih principa poslovanja na društveno-odgovoran način, a to su: upravljanje organizacijom, ljudska prava, radna praksa, okoliš, poštena poslovna praksa, klijenti/ kupci, angažman u zajednici i razvoj. Aktivnosti DOP-a se mogu podijeliti na one koje se odvijaju u internoj (unutar poduzeća) i one koje se odvijaju eksternoj (izvan poduzeća) dimenziji, a moguće je izdvojiti i zelenu dimenziju koja se odnosi isključivo na okolišne komponente DOP-a. U ovome radu analizirani su odabrani primjeri iz prakse i to 2 organizacije u kulturi i 2 u turizmu. To su: Guggenheim muzej u Bilbau, Gradska knjižnica Zadar, Meliá Hotels Internetional i Valamar Riviera. Elementi poslovanja na društveno-odgovoran način obrađeni su sukladno već spomenutim podjelama i to na način da su organizacije u kulturi diferencirane prema internoj i eksternoj dimenziji DOP-a, a one u turizmu sukladno područjima DOP-a definiranim u standardu IS0 26000. U radu se izdvajaju i osnovne koristi poslovanja na društveno-odgovoran način, a one su: povećanju prodaje i udjela na tržištu, jačanju pozicije brenda, jačanju korporativnog imidža i utjecaja, jačanju sposobnosti za privlačenje, motiviranje i zadržavanje zaposlenika, smanjenju troškova poslovanja, povećanju privlačnosti za investitore i financijske analitičare itd. Na temelju dobivenih rezultata uočljiva je da organizacije u turizmu imaju širu primjenu DOP. Ipak, treba uzeti u obzir da priroda djelovanja organizacija u turizmu, kao što su hoteli, potencijalno može imati veće negativne učinke na okolinu od djelovanja kulturnih organizacija. Uz to kulturnim organizacijama, kao što su knjižnice i muzeji, primarni je cilj djelovanja dobrobit društva u cjelini. Istovremeno se provodilo i empirijsko istraživanje korištenjem anketnog upitnika. Željelo se doći do stavova i mišljenja Milenijske generacije i generacije Z o DOP-u. Postoje i određena ograničenja ovog istraživanja, a ona se najviše odražavaju u izboru uzorka koji se predlaže proširiti u nekim budućim istraživanjima. |
| Abstract (english) | The topic of this paper is CSR in organizations in culture and tourism. CSR is an ethical and sustainable way of doing business that involves the integration of environmental and socio-cultural components into the business strategies of organizations. By doing so, organizations rise above business in a legally prescribed manner. The International Organization for Standardization (ISO) has also developed the CSR standard, ISO 26000: 2010. This standard defines 7 key areas and 7 key business principles in a socially responsible manner, namely: organization management, human rights, work practice, environment, fair business practices, clients / customers, community engagement and development. CSR activities can be divided into those that take place in the internal (within the company) and those that take place in the external (outside the company) dimension, and it is possible to single out the green dimension that refers exclusively to the environmental components of CSR. In this paper, selected examples from practice are analyzed, namely 2 organizations in culture and 2 in tourism. These are: Guggenheim Museum in Bilbao, Zadar City Library, Meliá Hotels International and Valamar Riviera. Elements of doing business in a socially responsible way are processed according to the already mentioned classification in a way that cultural organizations are differentiated in accorading to the internal and external dimension of CSR, and those in tourism in accordance with CSR areas defined in the IS0 26000 standard. The paper also highlight the basic benefits of doing business in a socially responsible way, and they are: increasing sales and market share, strengthening the brand position, strengthening corporate image and influence, strengthening the ability to attract, motivate and retain employees, reduce business costs, increase attractiveness to investors and financial analysts, etc. Based on the obtained results, it is noticeable that organizations in tourism have a wider application of CSR. However, it should be taken into account that the nature of the activities of organizations in tourism, such as hotels, can potentially have greater negative effects on the environment than the activities of cultural organizations. In addition to cultural organizations, such as libraries and museums, the primary goal of action is the well-being of society as a whole. Empirical research using a questionnaire was conducted in the same time. The goal was to reach attitudes and opinions on CSR. from the Millennium Generation and Generation Z. There are also certain limitations of this research, and they are mostly reflected in the choice of the sample that is proposed to be expanded in some future research. |
