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2. a. Value in the tourism and hospitality sector
Since CSR has been integrated into business strategy, its understanding has partially shifted

from being seen as a moral imperative to being a key factor in a firm's strategy and success.
This shift is particularly relevant in the tourism and hospitality sector, where businesses

operate at the intersection of service, culture, and community engagement. Hotels,
restaurants, and tourism operators are not only economic entities — they are also actors that

influence the well-being of local populations, shape guest experiences, and contribute to
cultural exchange and sustainable development. When developing CSR policies, hospitality

businesses should consider the added value they bring to their organisation and the broader
tourism ecosystem, local economy, and society. Adopting a strategic approach to CSR is

becoming increasingly crucial for competitiveness and long-term success.
Moreover, CSR is vital in restoring consumer trust, especially in a post-crisis era when

transparency and ethical conduct are in high demand. Traveller’s today is more likely to choose
businesses aligning with their values, whether supporting local producers, reducing

environmental impact, or employing individuals from underrepresented groups.
To create shared value, hospitality businesses must move beyond one-off social initiatives and

embrace a long-term, strategic CSR vision. This means designing innovative services,
experiences, and operations that delight guests and contribute meaningfully to social
cohesion, environmental sustainability, and inclusive economic growth. Tourism businesses

can drive quality employment, community development, and a more resilient and human-

centred industry.

2.b. CSR impact in tourism and hospitality

Adopting a strategy focused on CSR might initially appear to be a potential burden for
organisations, especially in the tourism and hospitality sectors, due to the investments in

resources it requires. However, fostering an organisational culture that emphasises CSR offers
several clear advantages. It helps attract and retain skilled talent, boosting motivation and

productivity within the organisation. Additionally, CSR encourages the engagement of
customers, partners, suppliers, and investors motivated by social causes. It also enhances

resilience, enabling businesses to manage risks better and navigate crisis scenarios.
Furthermore, CSR gives organisations a competitive edge, improving their public image and

reputation. It can also help reduce the risks related to resource scarcity, positively impacting

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Project Number 2023-1-IT01-KA220-VET-000152721