CSR in the tourism sector is characterized by an increasing interest of the scientific community (Figura 1) and of the various actors immersed in the social fabric, such as government entities, NGOs, union organizations, among others. However, compared to other economic activities, there is still a wide field of knowledge to investigate.

Figure 1

In the same way, there are few researches that address these phenomena from a holistic point of view (Peña & Serra, 2013). However, the field of study of tourism and social responsibility spans more than six decades and involves various types of research (Coles, Fenclova & Dinan, 2013), which incorporate twelve categories (Figure 2), showing that most studies have focused on: a) the analysis of business initiatives opposed to socially responsible behavior and b) the formulation of guidelines for the company to exercise positive action.

Figure 2

An emphasis of these investigations can also be noted in the characterization of their ethical dimension and the practices of responsibility. Moreover, there are different reflections on the wealth of organizations, their implications, and views with an emphasis on their sustainability. Other trends are related to training in social responsibility and corporate values.

The assumption of CSR in tourism responds to the search to increase the participation of communities in the decisions of organizations, develop alliances with all social actors, generate quality employment, promote the elimination of corruption, comply with law, implement fair price policies, offer equity in hiring and remuneration processes, promote freedom of association, preserve the native culture, promote the growth of related economic sectors, while reducing waste and the use of natural resources (Coles, Fenclova & Dinan, 2013; Quinteros & Castro, 2017). This vision has been recent, starting from the guidelines that the UN has been drawing on the subject and where for this sector the World Tourism Organization -WTO- has played a significant role, evidenced in the GCET and the initiatives that arise from it.

At the same time, other regulatory initiatives, such as the White Paper, have been causing that organizations in the sector change their behavior, in such a way that the employment of various forms of responsible tourism has increased internationally -fair tourism, community tourism or sustainable- (Álvarez, Gomis, Rego, Leira, Caramés & Andrade, 2009), in order to act in opposition to the mass tourism, which generates a more critical impact, as presented in Table 1.

Table 1

	Positive impacts	Negative impacts
Economic approach	√Job growth.	√Increase in socioeconomic gaps in the population.
	√Decrease in the migration of the local population to other territories.	√Increased inflation.
	√Attraction of foreign investment.	√Transfer of profits abroad.
	√Generation of businesses related to tourism.	√Capital accumulation in a low percentage of the population.
	√Improvement of transportation routes.	√Dependence on an activity that displaces progress in other sectors, which, represent greater possibilities for growth and development.
Cultural approach	√Creation and use of attractions that can be enjoyed by tourists and the local community.	√Loss of cultural values ​​in the local community and assumption of collective imagery derived from abroad.
	√Greater concern for the preservation of high-value historical infrastructure.	√Change of habits in the local population.
	√Stimulation of the artistic practices of the place.	√Transformation of local architecture.
	√Greater identity of the community regarding its customs, history, heritage and gastronomy.	√Generation and reaffirmation of stereotypes that homogenize the conceptualizations and actions of society.
		√Increased consumerism.
Social approach	√Linking employees without discriminating their gender or education level.	√Community displacement to expand trade around tourist areas.
	√Increased tolerance by the local community to diversity.	√Increased insecurity.
	√Reduction of discrimination.	√Growth of child prostitution.
	√Increase in education and bilingualism.	√Violation of the rights of the local community.
		√Greater structural distance between the various socioeconomic levels.
		√Conflicts due to changes in values ​​between people and their families.
		√Incidence in purely operational training for specific actions of organizations.
Environmental approach	√Increased community awareness of the effects of environmentally harmful practices.	√Excessive consumption of non-renewable resources.
	√Strengthening or creation of protected areas.	√Extermination of ecosystems.
	√Adoption of practices derived from regulatory initiatives that improve the corporate image.	√Decrease in biodiversity.
		√Increased risk of fire, erosion, salinization and soil compaction.
		√Increased pollution.
		√Increased noise
		√Increase of the ecological footprint without concrete actions for its recovery.

Source: Téllez-Bedoya (2015).

The impact of tourism on society and the environment is undeniable, therefore, there is a decanted list of benefits that the adoption of CSR initiatives has for tourism sector organizations (MacGregor & Fontrodona, 2011). These benefits include the effects on the competitive advantages of MSMEs (Cortina, 2003), as well as the increase in the value of companies and the improvement of their profitability (Ho Kang & Huh, 2010).

Furthermore, companies such as hotels, casinos, restaurants or airlines show heterogeneity between the CSR actions they carry out. Similarly, there is a certain concern in these organizations about environmental management, which seems to go hand in hand with the meaning that this has for reducing costs in the company (Téllez-Bedoya, 2017; 2018). There is also an interest in establishing relationships with collaborators, although it has been concluded that the size, seniority, participation as a member of a chain, the type of management and the pressure of the various social actors influence the development of this type of actions (Garay & Font, 2013). According to authors such as Youna & Lee (2015) larger organizations tend to have more resources, therefore, they can invest in CSR initiatives different to the smaller ones.

While the relations between tourism and social responsibility are reinforced, the carrying out of studies applied to gastronomy has emerged as a new trend (Gheribi, 2017). However, the specialized literature on this topic at national and international level is a little more limited than in other fields of tourism, such as hospitality (Figure 3).

Figure 3

Gastronomic tourism has emerged as a possibility to generate development from food products and culinary specialties, the proximity to the cultural dimension makes it more frequent than other types of tourism, regardless of the weather for its execution and promotion of economic pluriactivity in the regions, reducing dependence on the primary sector and taking advantage of the increasing orientation of the market towards light and organic product lines (Millán, Morales & Pérez, 2014).

Based on the aforementioned, gastronomic tourism in Colombia has great potential derived from the various possibilities of the geographic, climatic and food variety, which can create proposals for wine tourism (wine) , oleo tourism (oil) or other similar modalities, centered around thematic products, such as coffee, rice, sugar, cocoa, bananas, chicha, guarapo or aguardiente, products that today attract attention through the development of knowledge, tasting or cultural samples, but which undoubtedly require more disclosure. However, the development of this type of tourism not only confers an economic attribute for the country, but also would allow a greater approximation to food security, complying with CONPES 113, which reflects Colombia's food security policy in order to favor the availability of food and these must meet minimum quality standards (National Council for Social Economic Policy, 2007).

On the other hand, researches on CSR framed in the gastronomic sector in Latin America show the recognition that these initiatives must improve the positioning of restaurants. In addition, there is a low participation with social actions by these organizations, although that application would promote changes in the perception and behavior of customers (Sansores & Granados, 2017). Likewise, case studies such as the Mexican restaurants Tosks represent business examples that have been highlighted by their adherence to the global compact and the realization of productive projects, such as integrating products without dyes or preservatives and made by indigenous communities, making donations to foundations of vulnerable people and, recently, executing initiatives that seek to mitigate climate change (Camacho & Pérez, 2013).

In addition to the above, in the Colombian case, specifically in Bucaramanga, it was identified that the most relevant CSR actions, carried out by each social actor in restaurants, are for shareholders, supporting the development of employees by offer them flexibility in working hours and initiatives such as the maintenance of parks adjacent to the establishment. For the suppliers there are no direct actions, although it would seem interesting to have environmental advisory talks. From the perspective of the community, the investments that the company has made in the environment are unknown, for collaborators, the main action of CSR is the search for dialogue and good treatment, and from the position of clients, they are willing to contribute to the execution of environmental actions (Pérez, Moreno & Gómez, 2018). The existence of business experiences that recognize an effective social role has also been documented in the country, including accompaniment practices for the creation of employee funds, generation of foundations and environmental practices (Correa, Marín & Sosa, 2017).

Research in CSR in the gastronomic sector initially focused on nutrition and food security practices, transcending in the 1990s, giving greater importance to the environmental issue (Wang, 2012). In the international sphere, as previously stated for tourism, especially, for restaurants, it meant an increase in profitability over time, an improvement in its image, higher levels of satisfaction and loyalty of the collaborator and the client (Perramon, Alonso-Almeida, Llach & Bagur-Femenías, 2014). However, it is not something that is carried out instantaneously, although these types of initiatives when accompanied by environmental labels can increase customer awareness of this topic (Albus & Ro, 2013). So,

In general, the intellectual production on the subject identifies two essential motivations for carrying out this type of practice by management: at the organizational level, linking the performance of these actions to marketing and business sales, financial performance and principles thereof; At the same time, at the individual level, these CSR initiatives are justified taking into account certain values ​​and personal beliefs of management (Kukanja, Planinc & Šuligoj, 2016). Additionally, it has also been shown that the CSR practices of restaurants in the international arena are still in the early stages, particularly based on recycling (Kukanja, Planinc, & Šuligoj, 2016).

Therefore, it is not surprising that intellectual production highlights green practices carried out by this type of companies, for example, recycling and composting, efficient equipment in the use of natural resources, the adoption of ecological cleaning supplies, use of biodegradable containers. and sustainable menus with organic foods³ (Wang, 2012). This is synthesized in the main green practices for a restaurant: green action -efficiency of natural resources, recycling, green construction, etc.-, green food -organic and local- and green donation -involving communities- (Schubert, Kandampully, Solnet & Kralj, 2010).

This type of practice is becoming increasingly important considering the findings of prohibited substances in food products, for example, the case of the high levels of glyphosate found in the cereals of the multinational Kellogg’s (Temkin, 2018). Likewise, the relevance of the figure of managers in promoting this type of action is highlighted, denoting that their demographic characteristics decisively influence the adoption of socially responsible initiatives, unlike other types of variables such as structure of the property, category, type, or size of the restaurant (Kukanja, Planinc & Šuligoj, 2016). In this context, unfortunately, managers' perception of carrying out this type of action is negative, since it is perceived as a cost that does not represent significant economic savings for companies (Perramon, Alonso-Almeida, Llach & Bagur- Feminies, 2014). In turn, it has not been internalized by the businessmen of the sector that the execution of socially responsible initiatives will be successful to boost the financial performance of the restaurant only to the extent that adequate communication strategies are carried out (YinYoung, Singal & Yoon, 2016).

However, customers between 20 and 35 years old have clearly denoted that their purchase decision is marked not only by the brand, but also by the company's social responsibility actions (YinYoung, Singal, & Yoon, 2016), likewise, the level of education is directly proportional to environmental concerns and women generally have greater concerns about green attributes related to food and the environment (Kwok, Huang & Hu, 2016). Similarly, at a general level, studies show that customers would even be willing to pay more to dine at this type of restaurant (Schubert, Kandampully, Solnet, & Kralj, 2010). In this regard, nowadays customers give more importance to restaurants that use local products, and the need for these companies to generate greater possibilities for consumers to participate through socially responsible actions, such as, for example, has been highlighted possibility of reducing energy, waste and use of biodegradable products, since this potentially attracts a greater number of customers ( Youn, Song, Lee, & Kim, 2016).

At the same time, the link with specialized certifications in the subject decisively impacts the decision to adopt this type of business proactivity, since they generate a certain image and credibility in the customer regarding an ethical behavior of the restaurant. Among the most recognized are the food and beverages sector supplement in the GRI guide that seeks to apply homogeneously at the international level; Green Globe 21, which applies especially to restaurants in the United States and Canada; Qualmark, which represents a new system in New Zealand, and the Rainforest Alliance, which also operates globally (Schubert, Kandampully, Solnet & Kralj, 2010).

Evidence of the impact of regulation on the issue is that one year before the approval of the Special Law on Food Safety and Child Nutrition for Korea, renowned companies such as KFC, Taco Bell, Pizza Hut, Long Jhohn Silver and Tricon Global Corporation began However, it is noteworthy to present nutritional information on their menus that restaurants such as Olban, Vips and Soban currently implement this type of initiative without considering it part of their socially responsible actions (Kim & Ham, 2016).

Finally, the need for restaurants to communicate CSR actions through their web pages and other media has been highlighted, they could also carry out special green events that focus on consumers to appreciate this type of characteristics and, finally, offer menus with green attributes, specifically geared towards families with at least one child, as they appreciate more the usefulness of healthy and sustainably grown food (Kwok, Huang & Hu, 2016). Similarly, the gastronomic sector has important challenges related to environmental degradation, mistreatment of employees and obesity in the future (Kim & Ham, 2016). This last factor originates from the fact that around 50% of the budget for food is spent away from home, therefore, it is plausible that these companies are a factor that contributes to increasing this disease (McCool & McCool, 2010; 2011).

The results of the application of the interviews are shown descriptively and comparatively, as well as an analytical and critical exercise that takes into account the review of these findings, starting with the restaurants under study (Table 2) and subsequently treating the discourse of the universities (Table 3). In addition, the annex presents a brief description of each organization interviewed for the reader who wishes to delve into the subject.

Table 2

	Asadero Feliz	Sandwich Bogotano	Cocina de Mercado	Rapimúsica	Italian food
Size (according to number of collaborators)	Large Company	Micro Company	Small Company	Large Company	Micro Company
Years	45	3	16	15	4
CSR Theory	Instrumental	Ethical	Instrumental	Ethical	Integrative
CSR implementation dimensions CSR	Economic / Environmental	Environmental / Social	Economic / Environmental	Cultural / Social / Environmental	Environmental
Knowledge of Regulatory Initiatives of CSR	They are confused with sanitation requirements.	Unknown	Unknown	They are unknown, but they are related to the regulations regarding this activity.	They are confused with the requirements for the operation.

Source: Own elaboration from the interviewees' speech (2019).

Table 3

	Éxito University	Technical University
CSR Theory	Integrative	Instrumental
Perception of CSR in the sector	Conglomerate without homogeneity of CSR initiatives. Renowned companies carry out actions oriented to the economic dimension.	Existence of actions by the business community in some localities of the city.
Limitations to the development of CSR	Short-sighted entrepreneurship by time and lacking in moral drive.	Implementation of regulatory initiatives for the belief that more resources are required.
Dimensions in which the university is positioned	Economic / Social	Economic
Knowledge of CSR Regulatory Initiatives	NTS-TS 004	NTS-TS 004

Source: Own elaboration from the speeches of the interviewees (2019).

From the point of view of the theoretical position of CSR in which the speeches of the interviewees are linked, the instrumental point of view and ethics and morals are the most outstanding references, that is, these organizations have carried out this action based on compliance with institutional purposes, linking it to the purpose of economic sustainability of the business or a concern that goes a little further and that is based on certain principles that the manager projects to differentiate his company.

CSR actions in restaurants are carried out particularly in the environmental dimension, taking recycling actions, adequate disposal of waste and the offer of biodegradable packaging as a reference. The foregoing is surely related to the trends of regulatory initiatives on the subject and the economic impact that good development of responsible environmental practices has for restaurants, for example, from savings in public services.

In this context, other types of social responsibility initiatives that the restaurants under study have carried out in a heterogeneous way should also be highlighted: donations to disadvantaged people; fair trade with suppliers; support for new musical expressions; and internal practices that seek the participation of collaborators, the generation of an adequate work environment and the promotion of academic training through agreements with educational institutions. Despite the above, none of the restaurants interviewed had budget and personnel directly responsible for carrying out this type of activity.

Likewise, the lack of knowledge regarding regulatory initiatives on the subject is consistent among all the organizations interviewed, because of which some companies carry out socially responsible actions, which unfortunately they do not recognize as such. Additionally, it should be noted that, as for the interviewed collaborators, at a general level there was some lack of knowledge about the concept of CSR. However, in the Asadero Feliz and Italian Food there is an initial notion of the subject, relating it to the business duty of give back to society and, in this sense, the actions of social responsibility of restaurants were recognized as those that directly influence them, such as the timely payment of wages and study permits.

The concept of CSR of the Éxito University was based on the integrative theory of CSR, taking into account the regulations and some concern for social actors such as collaborators and the community, unlike what was presented at the Technical University, where It is situated to a greater extent in instrumental theory, characterizing the performance of these actions by virtue of the sustainability of the organization and the search for a win-win relationship between the various social actors linked to the company. On the other hand, both institutions highlighted the gastronomic sector as a conglomerate in which there is no homogeneity in social responsibility initiatives, although the formulation of differential linkage policies, adequate compensation and fair treatment of employees stands out, in addition, the Éxito University illustrated in its speech that this situation coexists with restaurants that do not even meet the minimum legal elements.

In the same way, both institutions recognized the NTS-TS 004 as a regulatory initiative, identifying in turn that the business community does not implement it in masse due to the belief that various resources are required for it. In addition, the Technical University highlighted in its speech that in the future there will be greater knowledge of this standard and other specialized regulatory initiatives, an aspect that coincides with what regulatory bodies such as GRI have been proposing.

In addition to the above, the Technical University expressed a negative rating of business in the sector. It was made visible without moral and shortsighted impulse in the face of this class of actions, a fact that from the perspective of research is antagonistic to the current situation. Finally, in terms of social responsibility initiatives, both universities carry out restaurant-oriented practices, emphasizing articulation with the curriculum, research, and social projection, as well as relations with public bodies.