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

Author(s): Zuzana Kvítková, Liběna Jarolímková
Subject(s): Economy, National Economy, Tourism
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Tourism;Education;Corporate social responsibility;Graduates;Tourism study program;Sustainable Tourism;
Summary/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 presentingresults of a 2017 survey. The starting point of the research was analysis of the Tourism curriculum atthe 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 identificationof 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 higherimportance and emphasis as the graduates evaluate the presence of the topic as insufficient. The graduatessee the CSR as an important matter not conditioned by profit. Based on the researches, severalguidelines for increasing the presence of CSR in the tourism curriculum are proposed. The presentedresearch is part of the fulfilment of long-term strategy for improving the quality of tourism student educationat the University of Economics, Prague.

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