21 Corporate Social Responsibility: A Study of Employee Communication in the Balearic Premium Hotels

This study deals with the subject of Corporate Social Responsibility in Sustainable marketing as a key element to design internal strategic marketing and changes related to the luxury hotel industry on the Balearic Islands. Although all changes are still fresh in the manager´s mind, something seems to be changing in the internal managerial tourism performance according to recent studies. The purpose of the paper is to unveil some working methods that managers in the hotel industry should employ in an integrated manner when driving a course of action to enable employees to live and perform coherently, the corporate and sustainable brand values. It is also to enable their efficient transmission to the customers and indirectly promote them to the whole of society, both in Spain and abroad. Keywords: Social corporate responsibility, strategic marketing, Balearic Islands