- Responsible activity of companies are actions promoting Accepted breakthrough solutions in the social, ecological and economic aspect. - The importance of social responsibility (CSR) in the development of tourism is becoming more and more emphasized. - The hotel industry has a huge impact on the implementation of goals and tasks of sustainable development. - The aim of the paper is to show changes and development trends in the tourism industry, paying particular attention to good business practices in the hotel industry. - Good social responsibility practices in the area of the market, environment, society on the example of the hotel industry in Poland and Turkey were analysed. - The main issues of the analysis are: Introduction Corporate Social Responsibility (CSR) means advertising. - Especially in the era of quick transparency and ethical behaviour, contribute to information and exchange of this information sustainable development, including the health and between stakeholders - tourists, this industry cannot well-being of society, and takes into account the afford to disregard the principles of ethics and expectations of stakeholders. - It environmental protection - respect for and striving should be emphasized that currently running a for a clean climate, focus on the aspect of health, business is part of the so-called team game with healthy eating or unprocessed food. - Currently, Methodology of research consumers are socially and ecologically aware, and The aim of the research part of this paper is to more and more often they are guided by ethical show examples of functioning and developing the criteria. - The tendency the hotel industry in Poland and Turkey? to take on social responsibility also increases in What kind of the approach to order to strengthen consumer awareness. - Pro-social implementation of CSR solutions can be find in the activity of companies, changes in the manner of hotel industry in Poland and Turkey? management, customer information, reliable Good practices in Polish and Turkish hotel messages about the benefits of offered products facilities of various brands of various standards, consumption more often build the company's which communicate their commitment to CSR advantage on the market and affect its economic through tools such as papers and expert opinions, efficiency. - The paper uses literature on issues opportunities and risks associated with them, and of corporate social responsibility, articles showing the ability to respond consistently to expectations the achievements of selected hotel facilities in the with the optimal effect for building the company's field of CSR, information available on hotel value [1,p.211]. - They affect the In carrying out this analysis, tourist guides, company's perceived goodwill and its ability to generate goodwill, also in the future [2, p.178]. - The pressure comes reports of the Ministry of Culture and Tourism in from three directions: the regulator, the investor Poland and Turkey, Eurostat and Turkstat as well environment as well as customers and consumers. - The concept of stakeholder is inseparably connected with the conception of corporate social The importance of social responsibility in the responsibility [3]. - Stakeholders are referred to as development of tourism is becoming more and persons or groups who have demands on the Ewa Stawicka et al/ No.19_Dec 2020|p.28-38 enterprise and the activity of that enterprise is the these trends is the perception of the asymmetry of object of their interest. - stakeholders, their needs or tasks are an essential element of decisive directions development of the Referring to research of SGS and Maison company. - Research House, whose results were published in the journal “As Business”, thanks to segmentation In the tourism industry, a stakeholder, a analysis specialists could distinguish six consumer consumer, who constantly assesses the operation of profiles on the Polish market in terms of their hotel facilities and services, has a great importance. - increasing societal expectations of the 2. - everyone has an impact on the environment, which the process of globalization of the economy, is why everyone is responsible for them. - Eco-pragmatists - they are less aware of to build a competitive advantage based on the CSR, which is basically limited to ecological social sensitivity of the enterprise. - This segment even requires the transparency of business and improving the involvement of companies for the benefit of society creditworthiness of companies in the face of and the environment, but at the same time more economic affairs known thanks to the media. - Passive poseurs - they have low In the realities of capitalism, the consumer is knowledge and awareness of what CSR is, for them identified with the link without which the economy is quality is not the responsibility, they prefer a more unable to exist. - In contrast, in the realities of the legal good product over the ethical approach of system, "a consumer is a person who concludes a entrepreneurs (15% of respondents). - Excluded frustrations - one of the directly related to business activity” [5,p. - They feel that most When it comes to the role of the consumer on people don't care about the environment anyway, so the market, we can distinguish two trends. - The second is the perception of the 6. - Ewa Stawicka et al/ No.19_Dec 2020|p.28-38 Figure 1.Consumer profiles on the Polish market in terms of their attitude to CSR activities Sources: CSRconsulting, Barometr CSR 2016. - However among consumers over 60% of product, process or service with the least impact on respondents* still expect and even require from human health, the environment, and reorganization companies greater communication and an increased of production processes, distribution or product amount of information, activities and commitment design changes, and even the replacement of in the field of CSR harmful components. - All the more so because deficiencies and errors in the production process The basis for creating CSR values in relation to May later affect environmental, social and clients is a proactive approach, engaging the client, economic losses, and even catastrophes. - It is a timely delivery, efficient order processing, From the point of view of CSR/sustainable minimizing costs, and providing the right size of a development of an enterprise the most important batch of goods, a diverse range at the same time responsibility in the field of consumers/customers and place. - product responsibility, responsibility in the field of supply and distribution, Price responsibility is an indicator of the responsible pricing policy and responsible contribution, value of a product, service and should marketing communication. - not constitute excessive value or be an element of price collusion, which aims to eliminate, limit or The first mentioned aspect is product liability distort competition in the relevant market. - Secondly, 1 The authors of the research emphasize that due to stakeholders are increasingly interested in the strictly defined procedures for recruiting and ethical and ecological responsibility of producers collecting data, they are reliable and reliable. - The and their products / services, and they can receive quantitative research was supplemented with qualitative interviews that help to understand each such reliable messages through labels and quality of the identified groups - their motives and barriers labels, responsibility. - publicizing and solving important social problems, educate the public, to contribute to social activism, It turns out that not responding to certain popularizing attitudes beneficial, stimulating consumer needs may be associated with the loss of economic development and prosperity of the certain groups of consumers, often also key clients. - CSR and improving competitiveness Voluntary business initiatives promote higher standards of ethical conduct, translate into The implementation of the idea of social additional market value of the company, build responsibility combines economic and social interest, customer confidence, increase investor interest and and thus can bring many different benefits to an are a reason for employees' pride [10,p.137]. - is why businesses should participate in their The development of the CSR concept, whose resolution, dimension is, inter alia, the pursuit of the company is also social groups, environmentally friendly actions, the development companies have the necessary resources to of social sensitivity and civic attitudes, should solve social problems, permanently translate into strengthening the companies are partners in the economy, as position of enterprises, which is based on increased Government and society [11,p 74]. - Socio-economic changes have highlighted the need to adapt, and even overtake and faster When we are talking about corporate social business responses also in the tourism industry as to responsibility, we should keep in mind the way and economic, environmental and political conditions, approach of a given company to implementing and e.g. - the increasing risk of terrorist attacks, acting in accordance with the principles of this especially in the context of the challenges of safe concept. - responsible business depend on the level of commitment of the society. - public companies in the tourism industry have their own pressure, which largely depends on the successful specific CSR strategies. - operation of a given company on the market. - The The characteristics of tourism in Poland and company's attitude in the field of responsible business may, however, result from voluntary Turkey awareness and a sense of concern for the social and Tourism and hotel industry in Poland is still economic development of the region. - Poland is part of the global talk about the highest real benefits, which the tourist market with a growing number of visitors, enterprise itself as well as the whole society especially after Poland's accession to the European benefits from [8]. - The most popular tourist destinations Ewa Stawicka et al/ No.19_Dec 2020|p.28-38 include: the Baltic Sea coast, Mazury Lake District, belonging to the division of the UNWTO into the the Tatra Mountains (the highest mountain range of European Region, specifically to the sub-region of the Carpathians), the Western Bieszczady, the South-Mediterranean Europe. - In 2012, Poland will also find countries such as Spain, Portugal, was the 17th most visited country in the world by Italy, Greece, Croatia, Slovenia, Malta, Macedonia, tourists (according to the World Tourism Gibraltar, San Marino, Cyprus, Israel. - Seismically active area (shakes guesthouses and other hotel facilities), of which 8.5 the Earth). - The The threat of terrorist attacks. - In 2017, the largest number of tourists occupying 6th place on the list of the most popular was recorded in Malopolska and Masovian tourist destinations in the world. - 1 547 thousand in the increased to 32 million. - Mazovian voivodship and 1 460 thousand in the Istanbul is one of the most important tourism Malopolska voivodeship (Statistical Analysis, spots not only in Turkey but also in the world. - There are thousands of hotels and other tourist- Whereas Turkey is a country frequently visited oriented industries in the city. - Other important by tourists, it occupies a place in the top ten destination are connecting with see side and countries with the largest number of arrivals of cultural attraction in Turkey. - Lots of cultural has: well-trained staff in the tourism industry, attractions elsewhere in the country include the financial and strategic support of the Ministry of sites of Ephesus, Troy, Pergamon, House of the Culture and Tourism. - This particularly Amasya, religious places in Mardin , and the ruined reduces the standard and quality of life of the local cities and landscapes of Cappadocia. - Good CSR practices in particular countries and regions very attractive for Poland are still under development, while in the tourists. - Foreign investors are becoming another problem for the local economies Tourism has been a huge success thanks to the of tourist regions, especially in underdeveloped development of services, promotion of the countries there is an excessive outflow of foreign environment and natural values, implementation of currency abroad. - This reduces the country's activities in the field of sustainable development. - The organization calls for three principles has many negative consequences in the field of to be respected: environmental pollution. - exploitation of natural resources which are among five-star hotels, carbon dioxide emissions a very important element in the development of for every square meter of space are even 160 - 200 tourism in an optimal way. - In the case of water consumption, these values 2. - Low environmental awareness of both tourists Aspects particularly important for sustainable and hoteliers as well as local communities living in development of the tourism industry are travel tourist areas contribute to this state of affairs. - companies that are socially responsible and competitive, the availability of tourism for all Also in the economic sphere there is a large citizens, the sector providing the possibility of fair number of tourism dysfunctions. - negative impacts on the environment in the hotel. - Good practices examples of CSR in the hotel 2. - Think Together, consisting in respecting In Poland, there are still few examples of good ethical and social aspects in the hotel and the local CSR practices, but from year to year the number of community (Radisson Blu Hotel, access: specific initiatives increases. - Hilton Worldwide hotel and the "Light Stay" In the sphere of activities for the environment, program which was introduced there. - The hotel has been tomorrow is a great example of a comprehensive awarded the prestigious, ecological, global, Green CSR policy in the hotel industry. - It covers all Key hotel certificate and also received the BS-8901 standards that are possible in managing corporate certificate as the first hotel in the world. - As a result of the implementation of standardize, introduce standards in the areas of the above-mentioned standard, the Radisson Blu energy, water and other resources and products, as Radisson Blu in 2011 was also awarded during the "Leaders of Sustainable Development" competition well as in the field of processes and practices that in the marketing category (Radisson Blu Hotel, are environmentally friendly. - global reach and is a priority in the organization's strategy of operation. - Examples of tourism development with elements of social responsibility are also other At present, the Hilton network can boast initiatives, such as the practice in Nowy Staw and measurable successes such as: Grodzisk Wielkopolski, where garbage dumps have reduced energy consumption by 6.6% in the been turned into ski slopes (Dymowski, 2011, p. - reduced water consumption by 3.8% in the In over 50% of MCC Mazurkas Conference year 2018 compared to the results from 2008, Center & Hotel' units can be observed that water reducing carbon dioxide emissions by 7.8% intake devices have elements limiting its in the year 2018 compared to the results from 2008, consumption, biodegradable cleaning products are reduction of waste generation by 19% in the used, monitoring of thermal and electric energy year 2018 compared to the results of 2008 years consumption, use of CO2 calculator, promotion of (Hilton Worldwide, www. - Also, the practice of the Radisson Blu hotel in Krakow indicates the objectives associated with the Also the local hotel " Nad przełomem" recommends products from local suppliers and provision of services of the highest quality, but farmers. - above all the implementation of socially responsible assumptions, especially those related to Another example can be Hotel "Pod Orłem", in the hotel's commitment to the life of the local which roof solar panels were used to heat water in community and environmental protection. - The the season, in the rooms a power control system Cracow hotel as a member of the Rezidor hotel was installed, which in the absence of guests in the Ewa Stawicka et al/ No.19_Dec 2020|p.28-38 room (due to the lack of an activation card) allows cooperation with tourist organizations to you to turn off the left electrical equipment or improve the quality of provided services. - customers, local food, water, fish and vegetarian Good hotelier practices in the area of "local cuisine. - appearing educational practices "Together we make tomorrow more beautiful" that promote activities Socially responsible practices in the hotel such as "how you can help hotel protect planet": industry in Turkey have been used on a larger scale and practiced for a long time. - The most common and almost throw your batteries in the battery waste bin in universal practices of CSR in the hotel sector in the lobby. - keep your balcony door closed while using air power control system, which in the absence of conditioning. - guests in the room (due to the lack of an delivery your hazardous waste like empty activation card) allows you to turn off the aerosols at the reception desk. - taps with motion sensors in public toilets, Sustainable development implemented as part two-phase water flushing, of the corporate social responsibility strategy is water treatment system in the restaurant kitchen, becoming a more common practice of companies waste sorting, and is reflected in the organization's CSR strategies. - 2 On the basis of own research in the regions lots of greenery around the facilities. - Participation in certification programs Entrepreneurs providing services related to tourism increases the credibility of the organization and the in a broad sense are required to make optimal use authenticity of such activities is quickly verified by of natural resources, respecting local cultures in a customers. - It also turns out that Discussion more efficient and sustainable use of resources Corporate social responsibility brings companies great savings and also builds a (CSR) is becoming an increasingly popular concept certain social sensitivity in terms of saving energy in the development of the tourism industry. - The customer / background of more advanced foreign competition consumer is mentioned as one of the key in this respect. - stakeholders of the company, as it is a source of The customer / consumer is one of the most direct and very measurable profits from the important stakeholders in the tourism industry. - CSR activities in An important change in the tourism industry is hotel facilities should be regulated to a greater the aspect of the growing number of good CSR extent by basic standards that relate to social practices implemented in companies' development responsibility. - The application of the principles of Due to the extensive hotel base and longer responsibility in the tourism industry allows better tourist tradition, benchmarking on the Turkish adaptation to the clients / consumers' needs, tourist market is extensive. - often these are practices related to the area of the Most often, responsibility from the point of environment, where hoteliers strive for sustainable view of CSR / sustainable development is practiced consumption of raw materials, waste management, in large hotels with international clients, such as sewage management, saving electricity and heat, extensive hotel bases in Turkey. - reducing water consumption, and reducing The most commonly used activities are emissions. - To a large extent, this is also related to practices in the area of natural environment and the economic efficiency. - good practices in the areas of corporate social Relations with tourists mainly concern the responsibility, but this is not such a complex promotion of sustainable consumption. - Hotel strategy as in the case of hotel industry in Turkey. - important will the competitive advantage be using In the area of market practices, hotel facilities the competitive advantage using the strategy of support native entrepreneurship by purchasing social responsibility? To what extent will the products, mainly food from local suppliers. - extensive Turkish market in the field of tourism and Innovations are applied when introducing hotel industry implement new CSR innovations in environmentally friendly solutions in hotels. - Rudnicka A., CSR-improvement of social relationships in the company) Wydawnictwo Challenges of the 21st century towards Oficyna Wolters Kluwer business, Warszawa 2012, sustainable development mean that corporate social p. - H., Ethics in the field of 7. - dimension of the organization’s functioning) [In:] naukowa W