Resumen de Social responsibility and organizational culture: presenting the SResp HED-Index and the SResp IND-Index to improve destination attractiveness and employability

Manuel Luís Au Yong Oliveira, Carlos Costa

• This article involved a focus group interaction and introduces definitions of the SResp INDIndex (the Social Responsibility Individual Index) and the SResp HED-Index (the Social Responsibility Higher Education Index). Our objective is to disseminate how higher education institutions may improve destination attractiveness and competitiveness, and how individuals may improve their job prospects, through Social Responsibility (SR) initiatives and increased SR ROI (Social Responsibility Return on Investment). For this to be achieved we discuss theoryon organizational culture and change, and on destination attractiveness. The focus group interaction revealed some profit-seeking behaviour, with regards to taking part in social responsibility initiatives, however signs of altruism were also present. Believing in the goodness of mankind is essential, and harboring positive thoughts for the future should be more widespread. By making SR more transparent, for those linked to higher education, we foresee that a positive change may occur in the world