TRENDS IN THE IMPLEMENTATION OF CORPORATE SOCIAL RESPONSIBILITY IN THE TOURISM SECTOR

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Relevance. Social responsibility is becoming increasingly important for every modern organization and an integral part of the business strategy. According to Garcia, Leal, & Lee (2021)corporate social responsibility is gaining more and more scientific attention as it has become increasingly important in political, economic and business agendas in recent years, therefore, in modern society, organizations/companies want to create positive opinions, reputations and look attractive to consumers. Research problem: Corporate social responsibility is gaining more and more attention as it has become increasingly important in political economical and business agendas, and in modern society, organizations want to build a positive opinion, reputation and look attractive to consumers. Tourism businesses need to take responsibility for the impact of their activities and contribute to sustainable development, so integrating corporate social responsibility into business practices is a priority for tourism organizations. The question is what the trends are, what trends are in the application of social responsibility in the catering and travel sectors and how social responsibility is applied in practice in the activities of these organizations. The aim: to identify trends in the implementation of social responsibility in the tourism sector. Research methods. Analysis of scientific literature, online questionnaire, statistical data analysis, descriptive statistics. A quantitative study was selected for the study. Result sand conclusion: Obtained results have shown that catering is the least involved in CSR-oriented management and environmental protection compared to other tourism organizations. Also in the socio-economic category of CSR, tourism organizations are involved at a similar level. CSR has been found to offer both advantages and disadvantages. Comparing tourism organizations, there is a tendency that the worst of the social responsibility activities of tourism organizations are catering and the best care is provided for accommodation. Social responsibility is most and most actively pursued in the category of economic activities in tourism organizations.