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This paper links the corporate social responsibility (CSR) paradigms to the sustainability agenda. The objective is to sharpen the strategic base of responsible behaviour in tourism enterprises. The design follows a comprehensive literature review about sustainable tourism from a hospitality industry perspective. Theoretical underpinnings suggest that the tourism and hospitality industries are continuously witnessing changing attitudes on the part of both the consumers and the enterprises. This contribution provides some details about the sustainability agenda as it explains how it emerged following Brundtland's report. Afterwards, it identifies key contributors who raised the issue of sustainable tourism as well as CSR policies, including inter-governmental committees and non-governmental organisations. It is believed that synergistic and shared value approaches are relatively straightforward and uncomplicated …