Corporate social responsibility in luxury hotels in Cusco (Peru) to benefit indigenous communities

Responsible tourism encompasses the protection and conservation of the natural and cultural heritage considered tourism resources, including traditional local communities. However, concerns among the hospitality industry favour the environmental dimension, while the sociocultural dimension still needs more attention. The present case study focuses on the ways in which luxury hotels, in the context of Cusco (Peru, South America), benefit the indigenous Quechua communities, located among the region, through corporate social responsibility (CSR) actions. Interviews with hotel representatives revealed a rather heterogeneous understanding among them regarding CSR-related concepts. However, in general, a growing interest and commitment in promoting actions to help the surrounding communities were noted. While various approaches towards the creation of community benefits were described, there was consensus regarding the perceived main challenge of working with communities being the time that it takes to build a strong relationship with community members due to initial sociocultural barriers. Main actions developed by these hotels included providing education, training, health and sanitation projects; prioritizing local fair-trade suppliers when available and of quality; and supporting local entrepreneurs. In addition, all hotels engaged in philanthropic activities. The study's insight regarding hotels' CSR activities demonstrates the diverse ways that the hospitality sector can contribute to the betterment of society.