http://association-astres.fr/fr/
"REVITALIZATION OF TOURISM SMES THROUGH INNOVATION IN CSR: A PROPOSAL FOR LOCAL TOURISM
DEVELOPMENT"
Dr. María Victoria Sanagustín Fons
Associate Professor of Sociology
Department of Psychology and Sociology
Faculty of Business and Public Management
e-mails: vitico@unizar.es; vitico.sanagustin@gmail.com
Tel: 0034- 976 761000 ext.: 951378
Mobile phones 0034 619 406075
0034 653133499
Prof. José Antonio Moseñe Fierro
Vice-Dean for Students and International Relations
Faculty of Business and Public Management
e-mails: jamosene@unizar.es; jamosene@gmail.com
University of Zaragoza
Plaza Constitucion
22001 Huesca - Spain
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tel. 0034 974239373
fax. 0034 974239375
PhD Student Lic. Laura F. Arena Luna
Associate Professor of Sociology
Department of Psychology and Sociology
Faculty of Social Sciences and Humanities
e-mails: larena@unizar.es ; laura.arena1@gmail.com
C/ Ciudad Escolar, s/n
44003 Teruel - Spain
Tel. 0034 976 761000 ext.: 861351 - 0034 978- 645351
Mobile phones 0034 611865893
University of Zaragoza
Abstract
Tourism can play a significant role in the development of European regions. Sustainable Tourism involves the
preservation and enhancement of cultural and natural heritage, ranging from the arts to local gastronomy or
the preservation of biodiversity. In this paper we study the role of Innovation in CSR as a way of improving the
development of Touristic SMEs in Spain.
According to the Central Companies Directory (2012), companies are in Spain 3,195,210, of which 3,191,416
(99.88%) are SMEs (between 0 and 249 employees). In the services sector (excluding trade) about 58% are
micro enterprises without employees and 38% have between 1 and 9 employees. Their contribution to
employment is about 60% of the total workforce.
Theoretical framework remarks the importance of Globalization in our society in the sense that companies
must adapt themselves to a complex, competitive and uncertain global context (Castells, 2004) moreover
traditional concept of Innovation developed by Schumpeter, J. (1978) and the idea of Innovative Regional
Systems (Lavia C., 2011) and Milieurs Innovateurs (Furio E., 1996) emerge in this context. Hjalager, A. M. (2002;
2006). shows that Tourism is one of the main innovative economic sectors because permanently the sector is
trying to answer tourists needing, desires and options; that is how Tourism becomes a way of dreammaker and
giving unique experiences for people. As suggests Porter ”the competitiveness of a nation depends on the
capacity of its industry to innovate and improve” (Porter, 1999). Clearly, consumers, citizens and society in
general are demanding for socially responsible products and services. The application of these issues to the
tourism sector is relatively recent and also scientific research (Sanagustín et al, 2011).
From methodological approach, a documentary analysis is made about the socioeconomic aspects present in
the tourism sector today. Specifically we review concepts and contributions focused on innovation,
sustainability and corporate social responsibility, taking into account European policies that set the roadmap in
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all these aspects considered crucial for the survival and consolidation of the tourism sector in Europe. Secondly,
we have designed a specific survey based on two standardized ones: III (Irish Innovation Index) and GRI (Global
Reporting Initivative) for measuring Innovation in CSR in SMEs in the Tourist Spanish Sector.
First conclusions according with other previous studies show how in recent years there has been a change in
the value system that has generated a change towards ecological and social awareness. These demands are
answered by CSR policies into SMEs and there is an increasing care about all these aspects, by the moment we
really don’t know if SMEs answers in front of these demands are because of their authentic and ethic concern
or because they want to make-up their image in relation to social reputation.
Key Words: CSR, SMEs, Tourism, Sustainability, Innovation.
REFERENCES:
Castells, M. A. 2004. “La era de la información: economía, sociedad y cultura” (Vol. 3). Siglo XXI.
“El Retrato de las PYMES”, 2013 , Subdirección General de Apoyo a la PYME Dirección General de Industria y de
la Pequeña y Mediana Empresa. http://www.ipyme.org/Publicaciones/Retrato_PYME_2013.pdf (accessed
02.05.2013).
Furio, E., 1996. “Desarrollo territorial y procesos de innovación: los milieux innovateurs”. Ciudad y Territorio.
Estudios Territoriales, 28(110), 639-49.
Global Reporting Innovation. Available in: https://www.globalreporting.org/Pages/default.aspx
Hjalager, A. M., 2002. “Repairing innovation defectiveness in tourism”. Tourism management, 23(5), 465-474.
Hjalager, A. M., 2006. “The Marriage Between Welfare Services and Tourism—A Driving Force for Innovation?”
Journal of Quality Assurance in Hospitality & Tourism, 6(3-4), 7-29.
Irish Innovation Index. Available in: http://www.innovationfoundation.ie/Survey.html
Lavía, C. et al, 2011 “Innovación y Territorio. Una encuesta a pequeñas y medianas empresas industriales”.
Revista Internacional de Sociología (RIS), vol. 69, nº 2, mayo agosto, pp. 461-486.
Porter, M. E., & Kramer, M. R., 1999. “Philanthropy's new agenda: creating value”. Harvard Business Review,
77, 121-131.
Sanagustín Fons M. V., et al, 2011 “Análisis, Diagnóstico y Propuestas de mejora del Turismo en Aragón: del
Turismo como Riesgo a la oportunidad de un Turismo Sostenible”. Zaragoza: Consejo aragonés de Cámaras de
Comercio.
Schumpeter, J., 1978 “Teoría del desenvolvimiento económico”. Quinta Reimpresión, Fondo de Cultura
Económica, México, p.25.
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