Abstract
Making the world a better place to live is an idea that is spreading over the four quarters of the globe; and the business realm is no exception. Firms are expected to have ethical responsibilities and go beyond their profit-oriented activities and boost the wellbeing of the community. This situation becomes more evident when an industry has a very close relationship with environments and societies which, in turn, are facets of its own products. This study shows that socially oriented activities carried out by tourism firms bring about benefits for society both directly (inherent to the purpose of such activities) and indirectly (via their commercial performance). The fact that getting actively involved in duties outside of the business arena has a positive influence on a firm’s outcome implies that these initiatives help increase the social force of tourism through non-economic as well as economic mechanisms.
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