Sustainable Tourism Law

TOURISM AND HERITAGE:THE ROLE OF THE WIDESPREAD HOTEL 151 can only work if there are relationships based on trust among its operators 32 : man, the first cell of the global community, must have the possibility of “relying on” a system in which his freedom of economic initiative does not damage the social dignity of other individuals but becomes a tool for the creation of a socially responsible enterprise 33 , that knows how to be a spokesperson for the interests of others. The socially responsible company can be recognized, in synthesis, as: 1) a company that, in terms of management, fully respects the rules in force, 2) a company that implements compensatory behaviours for lost social utility, and, above all, 3) a company that pursues its goals and adjusts them to general interests 34 . The company, therefore, is an instrument capable of generating income and creating wealth, yet before taking that into account, it is a spontaneous community, an occasion for the gathering of men. As was observed by Pope John Paul II: “The aim of the company, in fact, is not simply the production of profit, but the existence of the enterprise itself as a community of men who, in different ways, pursue the fulfilment of their basic needs and constitute a particular group at the service of the whole company. Profit is a regulator of company life, but it is not the only one; to it must be added the consideration of other human and moral factors which, in the long run, are at least as essential for the company’s existence” 35 . What has been said so far confirms that in order to give a concrete answer to the crisis of “identification of the economy” , in the last forty years we have passed from the study and analysis of Milton Friedman’s Theories of Profit (1970), which state that any social activity, outside the maximization of profit, is considered a real theft towards the shareholders, to the variegated and complex Theories of Value (1990), for which what must be maximized is the value of the stock exchange price, up to the most recent evolutions of Theories on corporate social responsibility (2000), which see the company at the centre of a system of values that isn’t just economic, at the centre of multiple and diversified interests and values, which are increasingly less exclusively financial or strictly linked to income. From a regulatory point of view, different forms of business have also been given a different legal citizenship: the social enterprise has been regulated, precisely to demonstrate the various changes that the economic/entrepreneurial system has gone through and is now undergoing. The climate of trust among 32 Rachel Botsman articolo su FastCompany. 33 Paolo Ricci “L’articolo 41 della Costituzione Italiana e la responsabilità sociale d’impresa”. 34 Ibidem. 35 Giovanni Paolo II “ Enciclica Centesimus Annus”.