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A critique of an academic journal

Outline
I.    Introduction
II.    A critical evaluation of the author’s argument(s), assumptions made by the author, and the main implications
III.    A critical evaluation of the accuracy and relevance of evidence that is utilized in the article
IV.    A critical evaluation of clarity, rigor, and other aspects of the article
V.    conclusion
Introduction
This paper provides a critical analysis of the article; Doing good to do well? Corporate social responsibility reasons, practices and impacts in small and medium accommodation enterprises. The article is authored by Luis Garay and Xavier Font. The author’s arguments are based on a comparison corporate social responsibility with corporate financial performance. The topic is length and unnecessarily broad hence not mainly specifying the role of small and medium enterprises in sustainable hospitality management.  The article opens with a review of corporate responsibility and corporate financial performance. This article further presents the analyses of the relationship between corporate social responsibility and corporate financial performance.
A critical evaluation of the author’s argument(s), assumptions made by the author, and the main implications
The main arguments that the writer puts forward is that corporate social responsibility and corporate financial performance affect the thriving of hospitality management. The greatest challenge to the arguments is that misguided assumptions are made which can be misleading to the reader of the article. The article places corporate social responsibility at a static position instead of appreciating their influential dynamism towards hospitality. The article further takes are assumption on the hospitality environment instead of presenting evidence based research on the topic.
The critic of the article starts with the structure of the paper. The authors in the article review the literature on corporate financial responsibility and corporate social responsibility. The literature review is analyzed before the authors provide an introduction to the meaning of corporate social responsibility and corporate financial responsibility. The relationship between corporate social responsibility and corporate financial performance in accommodation and tourism sector ought to have been clearly considered. The transformation towards sustainable accommodation and tourism required major elaboration of the processes. There was a need to provide in-depth analyses of how the two sectors are likely to be affected by a large percentage of recorded accommodation rates .
The main goals to be achieved by the articles are very unclear. From the outset, the reader is caught at a cross road whereby he/she cannot clearly understand the goals of the authors. The goals tend to be hidden from the reader and one must gather them as they are scattered. The authors present an analytical evidence based analyses but at a very broad scope. On the same footing, the authors present their reasons and the main theories for the tourism sector to engage in corporate social sustainable and corporate financial performance. The article presents the methodology as through qualitative research.The authors ought to have considered using the qualitative and quantitative methods of research so as to present reliable results .
The purpose of the article is to show how the constant change and the dynamic nature of corporate social responsibility and corporate financial performance have adversely affected the accommodation and the tourism sector. However the author’s have dwelt upon the wrong approach towards achieving the purpose. They have adopted the fixed approach instead of using the principles approach. The validity of the different scenarios through the use of fixed approach can not be fully relied on to achieve the end purpose. The fixed approach method is grounded on the gradual approach of responsibility of various institutions though with specific outlook on the main role and the influences on the key stakeholders in the industry.  The approach further provides traditional liberal conception of service accountability to the growth of the society. The fixed approach has various weaknesses since it does not prioritize on actions and the direct consequences of corporate responsibility and its influencing role in the tourism sector. The data gathered through this approach is tainted with positive, negative and neutral results .
A critical evaluation of the accuracy and relevance of evidence that is utilized in the article
The article heavily relies on secondary evidence. The evidence is gathered through the qualitative research method. The article has supported the topic with academic data but the method used leaves a lot to be desired. The authors should have combined the qualitative and quantitative research methods. The one sided analyses has made it hard to arrive at all conclusive article which can be entirely relied on. It is well known that a well researched article is based on varied information gathered .
In articles geared towards researching on the relationship of two strong variables, the evidence in the research should be reliable. The evidence in the article presents good management approach whereby the authors argue that the both corporate social responsibility and corporate financial performance produce reliable results if they are well managed. The article seeks to answer the question why and how the relationship between the corporate sustainable responsibility and corporate finance performance affect small and medium accommodation enterprises. The authors of the article would have used the principles approach since it focuses in the impacts of the relationship between the above mentioned and how those impacts are largely negatively affecting the tourism industry .
The authors have extensively used the stakeholder approach whereby they presented the interaction of the tourism industry on the corporate sustainable responsibility and how the said relationship stretches from economic level to legal level. The stakeholder interaction and the capabilities presented are innovation and higher integration which has assisted in transforming the tourism and management industry.  The article further presents its main objective as to show how business engagement assists in obtaining competitive advantage. These are achieved through cost reduction and sales increases.  The article’s main weakness is realized by its failure to mention other factors which enhance competitiveness as far as sustainable practices is hospitality and tourism management is concerned. The article fails to bring the desired link competitive advantages and its applicability in the tourism business .
The presentation of the evidence to support the authors’ arguments is well cited but largely limited. The author appreciates the scarcity of the literature covering the tourism corporate social responsibility. They introduce Human cognitive process approaches but the literature supporting the arguments is very shallow. The literature available which has been reviewed on the contribution of corporate responsibility in explaining the tourism behavior takes a very broad stand. The narrowing down of the arguments provides doubtful literature which can not be easily relied on. The literature presented affords the reader a chance to doubt it. A reliable article is based on stable evidence which can persuade .
On the other hand, the corporate sustainable responsibility literature is limited to only the environmental practices which have positive impacts on tourism management.  The analysis of the hotel environmental process does not focus on the activities which directly respond to financial rewards such as energy. The authors in the articles
A critical evaluation of clarity, rigor, and other aspects of the article
The article has achieved the underlying principles surrounding clarity. The article is not only unclear but it carries broad overview of main aspects under investigation. The convincing power of the article is mainly eroded with main assurances on the capacity to cover the topic remaining elusive. The length nature of the article is attractive but the scattering and the arrangements of arguments renders it unconvincing. The fact that the corporate social responsibility and corporate financial performance are overlapping in the discussion, makes it hard to follow up their relationship with small and medium accommodative purposes.  The article states the importance of responsibility practices but additional information to show how and why is a major weakness of the article.
Conclusion
The essay presents the salient arguments and the assumptions present. The implications of the assumptions to the article have been evaluated. The critical evaluation of the evidence relied on is also considered. The assessment of how clear and convincing the article is has been discussed. The conclusion is to the effect that the main objective of the article was not reached due to use of broad topic and great lack of narrowing down to a specific aspect.

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