ENHANCING MARGINAL COMMUNITY WELFARE AROUND STAR HOTELS: A STUDY OF CORPORATE SOCIAL RESPONSIBILITY

Abstract

Corporate Social Responsibility is a social care from a company to around neighborhood. This article describes how to enhance marginal community welfare around star hotels. This article was qualitative research. Object of this article is two famous hotels located in Surakarta. To collect data, the researcher employed observation, interview, and document analysis. Those data were validated by triangulation. Besides that, Miles and Huberman Model was also employed to analyze data. Based on the data findings, it shows that corporate social responsibility held by those star hotels are (1) the recent form to empower community based on the potential analysis, (2) very useful in order to enhance marginal community welfare and skill, (3) those communities have potential skills in art and making traditional snacks, and (4) there is a cooperate between management hotel and those communities. Therefore, it can be concluded that potential skill having by people living around KSPH is pambiwara art, while people living around PI hotel is making traditional snacks. Meanwhile, the empowerment model through CSR that is appropriate in this modern era is a training program which to empower the potential soft skills owned by local residents in the modern era enhance a local creativity.
Keywords: Corporate Social Responsibility; Marginal Community; Star Hotel; and Welfare