Corporate social responsibility aims at minimizing the risks and negative impacts, while maximizing the positive impacts of its activities on the society. In the last twenty years, corporate social responsibility has became increasingly present as a business model in the public, private profit and private non-profit sector. The fundamental characteristics of corporate social responsibility include accountability, transparency and ethical behavior. Organizations involved in tourism activities should primarily take care of their own decisions and of the consequences that affect people, society and the environment. Corporate social responsibility in tourism takes care of the way in which natural and cultural resources are used i.e. of the level of environmental protection which is reflected in various landscape, biodiversity and cultural heritage preservation practices. In relation to the employees, as well as in relation to suppliers and guests, fairness and responsibility are highly encouraged. The analyzed examples of positive CSR hotel management practices in tourism in Europe and Croatia all indicate to the investment in environmental protection and sustainability. They continuously work to improve environmental protection and to encourage measures to preserve the environment. Further, they set realistic and achievable goals towards sustainability. Corporate social responsibility provides the business acceptance by stakeholders.