Abstract:
Today ethical principles and social responsibility projects proved to be for hotels
where human resources are the major factors for the success at the industry. E-marketing
is one of the widespread method for taking the advantage in such a kind of competitive
environment. In this case, social responsibility projects and ethical principles that are
implemented by the businesses have been very important as a part of marketing
strategies in recent years. Moreover, websites play an important role as intermediary
body of marketing strategies as well. Therefore, sharing ethical principles and social
responsibility projects via websites is the key factor of effective marketing strategy. The
purpose of this research is to determine the extent to which 5 star hotels in Istanbul pay
attention to share their ethical principles and social responsibility projects on their
websites. For this purpose, the websites of 83 hotels in Istanbul have been examined by
applying content analysis. The findings showed that only 25 of the selected hotels were
interested in sharing their social and ethical values on their websites. In addition, the
topic of ethical principles gained from the websites of 5 star hotels has been examined
and social responsibility acts with their eight sub-categories has been evaluated
separately. It was found that the hotels supported the projects related the most with
education and the least with animals on their websites.
