CSR IN EDUCATIONAL PROCESS OF TOURISM STUDY PROGRAM  AT THE UNIVERSITY OF ECONOMICS PRAGUE

Zuzana Kvítková, Assistant Professor, PhD
University of Economics, Prague, W. Churchill Sq. 1938/4, 130 67 Praha 3, Czech Republic
Liběna Jarolímková, Assistant Professor, PhD
University of Economics, Prague, W. Churchill Sq. 1938/4, 130 67 Praha 3, Czech Republic
​
DOI:    https://doi.org/10.31410/tmt.2018.461

3rd International Thematic Monograph - Thematic Proceedings:  Modern Management Tools and Economy of Tourism Sector in Present Era, Belgrade, 2018,   Published by:  Association of Economists and Managers of the Balkans in cooperation with the Faculty of Tourism and Hospitality, Ohrid, Macedonia;   ISBN 978-86-80194-14-1;   Editors:   Vuk Bevanda, associate professor, Faculty of Business Studies, Megatrend University, Belgrade, Serbia;   Snežana Štetić, full time professor, The College of Tourism, Belgrade, Serbia

Abstract: The aim of the paper is to evaluate the educational process of CSR education and identify
the important factors influencing the attitude of the students to this topic. The authors are presenting
results of a 2017 survey. The starting point of the research was analysis of the Tourism curriculum at
the University of Economics, Prague (VŠE), identifying the elements of CSR in terms of content, scope,
forms and educational methods. That was followed by a survey concerning the extent of identification
of fresh graduates with the CSR principles. As methods were used: analysis of secondary resources,
interviews and questionnaire. The curriculum needs to be changed and the CSR should get higher
importance and emphasis as the graduates evaluate the presence of the topic as insufficient. The graduates
see the CSR as an important matter not conditioned by profit. Based on the researches, several
guidelines for increasing the presence of CSR in the tourism curriculum are proposed. The presented
research is part of the fulfillment of long-term strategy for improving the quality of tourism student education
at the University of Economics, Prague.

Keywords: Tourism, Education, Corporate social responsibility, Graduates, Tourism study program,
Sustainable Tourism

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