CREATING SHARED VALUE STRATEGIES FOR THE 2030 AGENDA.VIRTUAL ETHNOGRAPHY IN HOTEL GROUPS

Abstract

The objective of the study is to assess whether hotel groups in Los Cabos, Mexico carry out strategies for Creating Shared Value that impact the 2030 Agenda through communication actions on their corporate website. The methodology was qualitative in approach with an exploratory and descriptive scope; an observation model of corporate web pages was designed, with a chain sample of six hotel groups representing 20% of the sector in the Southern Californian region. The main results showed that the hotel groups have actions to create shared value (100%), that they contribute to the SDGs (100%), have community support foundations (100%), only 33% have a direct articulation in a strategic plan for competitiveness, and 83% communicate social and sustainability actions. Strategies defined in the three axes of shared value creation were determined: preconceive products and markets, redefine productivity in the value chain, and enable the development of local clusters. The Hotel Association has a key role as a cluster in coordinating joint efforts for the well-being of visitors and the resident community. The actions present a competitive advantage connection and address contributions to the seven social problems in the local context, which are transversal to the 17 SDGs, however, they have the area of opportunity that they do not measure progress. In conclusion, the observation guide allowed for a systematic analysis of the communication of actions by the hotel groups, facilitating the detection of good practices and areas of opportunity.