Společenská zodpovědnolst evropských leteckých společností v post-covidovém období

Abstract

This article deals with the issue of corporate social responsibility of European airline companies. The main objective of the article is to analyze the approaches between traditional and low-cost carriers, focusing on the period before the pandemic, during and after the COVID-19 pandemic. The article focuses on a qualitative evaluation of the annual reports of twenty selected European companies. The research showed that traditional airline companies pay more attention to individual aspects of corporate responsibility and focus on all their areas from environmental initiatives to social and ethical efforts. In contrast, low-cost airline companies primarily focus on ecological efficiency and the reduction of emissions with the aim of cost optimization. The COVID-19 pandemic affected both spectrum and content of CSR activities, which were limited during the crisis period. After the pandemic, airline companies are once again placing greater emphasis on corporate social responsibility in their strategies. The article demonstrates that corporate social responsibility is no longer just a tool for improving the image of airline companies but is becoming a strategic part of their management. The conclusions of the article may contribute to a deeper understanding of the ways in which CSR can enhance the competitiveness of airline companies.