| Summary: | The focus of this essay is set on a number of processes that affect the challenges of the tourist trade, to be more precise – an analysis of the attitudes towards tourism and sustainability within this line of business – from an ethical and moral as well as social view. These issues are examined with reference to the concept of CSR (Corporate Social Responsibility). Thus, acquaintance with theories of social constructivism, post colonialism, globalisation and global civil society is essential in order to understand the analysed material. The essay is mainly based on the outcome of qualitative interviews with various kinds of persons working with CSR related questions. Another material source has been the websites of a number of tour operators. The method used is the critical discourse analyse. The material presents a few specific themes: ”Confusion of ideas”, ”The experience of being examined in your branch of business”, ”For whom is this any good – who cares?”, ”To feel involved and participate” and ”Co-operation – the right track to follow”. By giving emphasis to the complexity of the work concerning CSR issues related to the travel industry the author of this essay tries to increase the understanding of the challenges that face the tourist trade.
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