Abstract

This article investigates the Corporate Social Responsibility (CSR) initiatives undertaken by Happy Trails! Asia during the COVID-19 pandemic from 2020 to 2022, focusing on support mechanisms for tourism workers in Indonesia. Utilizing qualitative content analysis, the research examines three main CSR programs: Daily Needs Support, Children School Support, and Soft Loan Support. These initiatives aimed to mitigate the socio-economic impacts triggered by the pandemic, as highlighted in the 2021 SMERU survey. The Daily Needs Support program provided essential grocery packages to tourism workers' families, the Children School Support offered financial assistance for educational expenses, and the Soft Loan Support granted favorable loan terms to eco-friendly small businesses to foster sustainable economic activities. The study evaluates the effectiveness of these CSR initiatives in addressing the immediate needs of affected communities while promoting long-term economic sustainability and resilience within the tourism sector.