Zastosowanie koncepcji społecznej odpowiedzialności w tworzeniu sieciowego produktu turystycznego w regionie
The implementation of the CSR in the creation of a tourist network product in a region

Summary/Abstract: The answer for uncontrolled development of mass tourism was the conception of sustainable tourism, responsible tourism and responsible tourist products. Corporate Social Responsibility became the meaningful issue. The purpose of the paper is formulating a methodical bases for the implementation of CSR in creating a network of a tourist product by a network in a region. A conducted analysis allowed to indicate that the CSR should be modified and widened because of the network organisation characteristics and the complexity of the tourist network product. The rules of sustainable tourism and responsible tourism are the framework for CSR. The effective and complex implementation of above mentioned rules is conditioned by taking simultaneous activities in the following areas: social (also ethical) responsibility, environmental responsibility and economic responsibility (fair economy). The characteristics of the network organisation caused the necessity of widening of CSR through adding another area of responsibility: the responsibility for a network nodes (partners). The implementation of CSR needs a complex approach. CSR strategy should be introduced on three levels: a network organisation, nodes (partners) and tourist (customer who buys the network products).

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