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ABSTRACT:

This study analyzes the role of corporate social responsibility (CSR) in Vietravel's business recovery plan post-COVID-19. It aims to identify CSR elements, their importance in recovery strategies, and methods for tourism businesses to develop effective recovery plans. Research questions address CSR concepts, their impact on tourism firms' success, and the relationship between CSR and recovery strategies. The study fills a gap in the literature on tourism company recovery strategies, especially in Vietnam, and provides a case study of Vietravel. It also examines how the crisis influences tourism companies' views on sustainability and CSR. The research involves surveying 120 Vietravel employees in Hanoi through online surveys and various communication channels.

KEYWORDS:

Business Recovery, Corporate Social Responsibility, Tourism Industry, COVID-19, Vietravel

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