Corporate social responsibility of tourism in peacebuilding: case of hotels in La Macarena, Colombia

Abstract

The objective of this research is to analyze the interpretations and practices of Corporate Social Responsibility (CSR) carried out by the hotel sector of La Macarena, Meta, as a contribution to the construction of peace in the region and to assess its role in this process in
Colombia. The methodological design primarily incorporated a qualitative research approach, with a descriptive scope, to identify the interpretations and practices of the social fabric of tourism in this municipality.

The interviews carried out showed that there is no homogeneity in the perception of CSR and the construction of peace, as well as the role that hotels play in this scenario. Many of the actors perceived a direct relationship between tourism and peace, although the hotels studied recognized that they currently do not carry out CSR actions focused on building peace, despite the fact that some are already applying them involuntarily. In conclusion, tourism represents a unique opportunity for the reconciliation of the actors in La Macarena, promotes the reconstruction of memory and forgiveness, and guides the appearance of phoenix tourism. It should be noted that this work is pioneering in the region and makes it easier for actors in the social fabric to identify critical positions on the subject, while allowing the academy to develop research projects, taking into account the instrument created and validated.