Tourism: Community Development Pays Back
International Trade Forum › Num. 2/2005, Avril 2005
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Résumé
In an interview, Christophe Caron, GM of Hotel Sofitel in Costa do Sauipe in Bahia, Brazil, gives an example of corporate social responsibility in practice. According to Caron, since 2000, Sofitel has operated two hotels in Costa do Sauipe resort with 600 rooms and a large conference center. In 2001, Sofitel started training its own staff. Their goal for 2005 is to employ locally 70% of permanent staff and 50% of extra and seasonal employees. He said, in 2004, Sofitel had 108,000 guests and a 34% increase in operating income. This represents more jobs, more food, more culture, more handicrafts and, overall, a better standard of living for the local community. Caron suggests, in order to improve the project outputs, the lack of technical skills must be addressed, a cooperative of extra and seasonal staff should be established, and there should be a promotional strategy element in developing such resorts.
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Extrait
Tourism: Community Development Pays Back
The belief that large corporations benefit little from developing the supply capacity of local communities is false. True, there are a number of non-quantifiable benefits, which can make it difficult to justify an investment. However, consider the cost and time involved in developing a marketing or image-buil...
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