PERCEPTION OF HIGHER EDUCATION STUDENTS IN CHILE ON CORPORATE SOCIAL RESPONSIBILITY IN THE CONSUMPTION OF TOURISM SERVICES IN TIMES OF COVID-19

Tourism is an economic sector highly affected by the COVID-19 pandemic, which has generated challenges and opportunities in the implementation of corporate social responsibility (CSR) strategies. This article seeks to describe the perception of higher level students on CSR as consumers of tourism services in times of Covid-19 in the Maule Region (Chile). For the collection of information, a survey with a Likert-type scale is used, later an exploratory factor analysis and a Varimax model are applied to simplify these data. The results show significant differences according to COVID diagnosis and purchase patterns. It is concluded that CSR is a key strategy to generate shared value in the tourism sector in the midst of increasingly complex contexts.