03434nas a2200421 a 4500 20260818085229.0 100601s2008 th uu|m rtt 0| a1eng d .b12077598 AIT RSPR no.SM-08-21 Nguyen Ngoc Diep Anh Corporate social responsibility : is it a brand core value? : a case study of Kuoni DMC Pathum Thani, Thailand : Asian Institute of Technology, 2008 47, [44] leaves : ill. Research studies project report ; no. SM-08-21 A research study submitted in partial fulfillment of the requirements for the degree of Master of Business Administration in International Public Management Research Studies Project Report (M.B.A.) - Asian Institute of Technology, 2008 The main objective of this study is to investigate the relationship between CSR and branding in order to ascertain whether CSR is a brand core value. Definitions of CSR are discussed before three methods of integrating CSR into business strategy such as integrated, selective and invisible are studied. Then strategies for communicating CSR are highlighted, as it is a way to "walk the talk". Based on the literature review a case study of Kuoni Group, a leading tour operator in tourism industry, is conducted to illustrate how a travel company practices CSR. As tourism is a double-edged sword, it has both positive and negative impacts on environment and society. It generates development, jobs, income and culture exchange but at the same time it sometimes destroys cultures and landscapes, contributing to global warming and environmental pollution. Practicing CSR can enhance the positive impact of tourism on people, destinations and economies. In addition, there are other reasons why CSR is needed for the travel company, such as customer demand, innovative products, and a way to increase the corporate brand awareness and reputation. However, how to benchmark CSR and how to measure the impact of CSR on brand are still questions which need to be answered. Therefore it might be too early to conclude that CSR is a brand core value. Social responsibility of business Tourism Social aspects Dimmitt, Nicholas J., Examination Committee Donyaprueth Krairit, Examination Committee Neal, Mark W., Examination Committee Asian Institute of Technology. Research studies project report ; no. SM-08-21 Full-Text http://203.159.5.9/ait-thesis/detail.php?q=B01580 .b12077598 mnait u 240329 0 100601 m a u 0 mnait mnait mnarc 20 22 40 Barcode : 30050120992598 CREATED : 2010-01-06 RECORD # : i12635972 LPATRON : 1021326 LCHKIN : 2011-03-30 # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 1 TOT RENEW : 1 Barcode : 30050120012660 CREATED : 2012-11-14 RECORD # : i12716157 LPATRON : 1024466 LCHKIN : 2013-06-25 # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 1 TOT RENEW : 0 Barcode : 30050120360309 CREATED : 2016-03-06 RECORD # : i13015461 LPATRON : 0 LCHKIN : - # RENEWALS : 0 # OVERDUE : 0 IUSE3 : 0 TOT CHKOUT : 0 TOT RENEW : 0 23624 23624 0 0 0 0 MAIN MAIN mnait 2026-08-18 50.00 0 AIT RSPR no.SM-08-21 30050120992598 2026-08-18 08:52:29 1 2026-08-18 20 0 0 0 0 MAIN MAIN mnait 2026-08-18 0 AIT RSPR no.SM-08-21 30050120012660 2026-08-18 08:52:29 3 2026-08-18 22 0 0 0 0 MAIN MAIN mnarc 2026-08-18 0 AIT RSPR no.SM-08-21 30050120360309 2026-08-18 08:52:29 2026-08-18 40