Pioneering Sustainable Tourism:
ESCP Business School and RIU Hotels & Resorts Develop Innovative CSR Framework
Madrid, 14 November - Tourism's economic benefits often come at a cost to local environments and communities. Addressing this challenge, ESCP Business School researchers have partnered with RIU Hotels & Resorts to create the "RIU Method" - an innovative approach to Corporate Social Responsibility (CSR) in the hospitality industry.
In their recent publication in PASOS Journal of Tourism and Cultural Heritage, ESCP professors Dr. Lola Herrero Amo (Madrid Coordinator of ESCP Jean-Baptiste Say Institute) and Dr. Adriana Hurtado Jarandilla outlined this innovative methodology. The RIU Method implements rigorous strategic planning that moves beyond isolated initiatives, adopting a long-term vision guided by a framework that prioritizes sustainable development in tourist destinations
The method emerged from a collaboration between ESCP Business School and RIU Hotels & Resorts, formalized in 2022 through a professorship led by Dr. Herrero Amo and supported by Dr. Hurtado Jarandilla. The interdisciplinary project aims to bridge academic research with industry practices, leveraging ESCP's expertise in sustainable development and RIU's extensive operational experience.
The method's pilot in Guanacaste, Costa Rica, systematically assessed local challenges through a comprehensive framework. Starting with "destination realities" analysis, it progressed through strategic planning to concrete implementation, establishing standardized impact indicators. This data-driven approach ensures CSR initiatives directly address community needs rather than following predetermined corporate agendas.
Results from Guanacaste validate the method's effectiveness in creating sustainable tourism models that benefit both businesses and communities. The success has led to plans for expanding the methodology to other RIU locations worldwide, while the research findings are being integrated into ESCP's curriculum to prepare future industry leaders in sustainable hospitality management.
For ESCP Business School, this project exemplifies its commitment to developing practical solutions for sustainable business practices, combining rigorous academic research with real-world application.
The complete research paper, "The RIU Method: destination realities as starting point and goal in the hotel CSR journey," is available in PASOS journal.
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