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Resumo
O estudo examinou a implementação da responsabilidade social empresarial no setor hoteleiro por meio da análise comparada dos marcos normativos, certificações ambientais e diretrizes de sustentabilidade aplicados no México e na Colômbia, com o propósito de determinar de que maneira as políticas corporativas se adaptaram a contextos regulatórios diferenciados. Utilizou-se uma abordagem qualitativa baseada em revisão documental, análise da normativa turística e ambiental, bem como no estudo de um caso empresarial com presença em ambos os países, o que permitiu observar a relação entre padrões internacionais, regulamentações nacionais e práticas organizacionais. Os resultados indicaram que a adoção de programas de sustentabilidade não foi realizada de forma homogênea, mas dependeu dos requisitos estabelecidos pelos sistemas de certificação e pela legislação vigente em cada país. Identificou-se que no México a implementação se vinculou principalmente a distintivos turísticos e certificações voluntárias, enquanto na Colômbia se articulou com normas técnicas setoriais e mecanismos formais de certificação ambiental. Concluiu-se que a responsabilidade social empresarial no setor hoteleiro se configurou como um processo institucional condicionado por fatores normativos, organizacionais e territoriais, o que produziu formas diferenciadas de aplicação da sustentabilidade.
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