H Cultural Tourism Group’s Social Responsibility Performance And Promotion Strategy Research

Cultural tourism industry is the sunrise industry in the national tourism industry.Its development is not only related to the development and progress of the national cultural tourism industry,but also to the progress and development of the national society and economy.As a result,more and more enterprises have started to venture into cultural tourism industries such as cultural tourism towns,theme parks and theatrical performances.But at the same time many enterprises blindly pursue economic benefits,the problem of inadequate social responsibility also has a negative impact on the development of the national cultural tourism industry.Therefore,it is of great significance to study the performance of the social responsibility of the domestic cultural tourism on behalf of the H Cultural Tourism Group Limited,not only to promote the sustainable development of the domestic cultural tourism industry,but also to expand the theoretical research on the social responsibility of Chinese cultural tourism enterprises.Based on the three theories of social responsibility,namely stakeholder theory,sustainable development theory and carroll pyramid theory,this paper analyzes the standards and contents of the social responsibility of the hwc.This paper analyzes the status of the responsibilities of H Mandarin Travel Group to the five core stakeholders: employees,consumers,suppliers,environment and community against the standard of Social Responsibility Guidelines(ISO 26000).Based on the theoretical framework of Carroll Pyramid,this paper analyzes the shortcomings and problems in the implementation of social responsibility of H-Man Travel Group compared with that of Walt Disney Company,which is the same type of head enterprise.After the empirical analysis of 22 financial and non-financial data,the paper concludes three main problems in the implementation of social responsibility of H-Man Travel Group.Second,in terms of ethical responsibility,there is a lack of attention to carbon emissions,a more homogeneous approach to green office initiatives,and a lack of diversity in hiring staff;Third,in the area of charitable responsibility,there are some problems such as low percentage of revenue from public donations and insufficient initiative in volunteer service.Finally,in order to promote the high quality and sustainable development of H Cultural Tourism Group Limited and provide reference for domestic cultural tourism enterprises to carry out their social responsibility,the author designs feasible measures of social responsibility from the top level of the social responsibility of H Cultural Tourism Group Limited,and forms a multi-party participation mechanism to enhance the effectiveness of social responsibility.