Review article
https://doi.org/10.47960/2712-0457.2019.2.1.17
CORPORATE SOCIAL RESPONSIBILITY IN TOURISM
Danijela Madžar
orcid.org/0000-0001-5470-014X
; University of Mostar, Mostar, B&H
Andrijana Ostojić-Mihić
orcid.org/0000-0003-2683-2430
; University of Mostar, Mostar, B&H
Abstract
The aim of this paper is to indicate the role of managing resources in tourism in a sustainable way
and to outline possible benefits from implementation of corporate social responsibility concepts.
Tourism is one of the fastest-growing and the most important economic branches in the world, characterized
by rapid recovery from the crisis, seasonal employment and low wages, which indicates
the importance of attention to socially responsible business and the consequences on society, people
and environment. Corporate social responsibility is recognized in terms of globalization, as a commitment
for open and ethical business according to the principles of sustainable development.
Companies engaging in corporate social responsibility related activities can build up and improve a
resource or capability, in addition to make a significant contribution towards sustainability and may
have a sustained competitive advantage as a result for a long-term period. Awareness of socially responsible
business and the incorporation of its principles into the core postulates of companies can
not only strengthen market position, but also can be the driver of wider social development.
Keywords
corporate social responsibility; tourism; sustainability; competitive advantage
Hrčak ID:
233221
URI
Publication date:
10.12.2019.
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