SUSTAINABLE TOURISM MANAGEMENT: PROPOSING PROTOCOL PRACTICES AND PROCESS IMPLEMENTATION OF CORPORATE SOCIAL RESPONSIBILITY FOR HOSPITALITY INDUSTRY IN FLORIANOPOLIS

The aim of this study is to propose protocol practices and tools for the development and implementation of socially responsible strategies for hospitality industry in Greater Florianopolis from the contrast between patterns and sustainable tourism standards and good CSR practices defined in the Framework of CSR. Thus, it contextualized the relevance of CSR for the segment studied. The following presents the constituent pillars of CSR and discusses its strategic implementation process in the organizational sphere. It is therefore an essentially theoretical work, which seeks to answer, which CSR activities can be regarded as, best activities. and CSR instruments for introduction in strategic terms, the organizational structure of the hospitality industry?'. Therefore, it identified two certifications related to sustainable tourism, Green Globe and the NIH-54: 2004. Afterward, there was a comparative analysis, having as its the main sustention, the CSR Framework. As result of this analysis emerges the protocol practices and tools for development and implementation of socially responsible strategies for the segment studied. It is noteworthy that the research has contributed in expanding the framework of CSR, from 30 to 48 statements concerning the practice, and from 26 to 35 statements concerning general stages of implementing CSR, totalizing, respectively, an increase of 18 and 9 statements to the model.