In today's rapidly changing tourism market, it is getting more and more difficult for a destination to be competitive on the global level. Hotel companies, as well as tour operators have a very important role in creating the tourism product. Tourism companies should be able to create the tourism product whilst operating in a responsible way. With the implementation of a socially responsible business practice, tourism companies contribute to the achievement of sustainable tourism and, consequently, to the achievement of sustainable development. The discussion about the importance of corporate social responsibility (CSR) in the tourism industry makes the very essence of this paper. The aim of the paper is to present and discuss the level of social and environmental sensitivity of managers of the highest category hotels in the Dubrovačko-Neretvanska, Istarska and Primorsko-Goranska counties. Results presented in this paper are based on the research conducted in the summer of 2008. The research was enriched with the analysis of the web sites of the selected companies in order to get an idea of whether the corporate social responsible practice has been somehow underlined. Results have shown that the practice of CSR has still not been widely recognized.