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Changes in both content and structure of consumers′ perceptions of an organised tour over its duration are investigated. Participants in 15 organised tours evaluated various attributes describing the tour at its beginning and at its conclusion. A comparison of the factor structure underlying their evaluations showed a major change in perceptual structure. At the early stages of the tour perceptions are not well formed and the tour is mostly perceived in terms of one set of attributes. Over time, consumers′ experiences in the tour resulted in their forming a clearer view and an emphasis on different sets of attributes. The implications of these findings for tour operators and management are also discussed.

Mexico currently faces serious social scarcities and businesses are under pressure. The alternative lies in improving company performance through education. It is important to educate future entrepreneurs and managers within a corporate social responsibility (CSR) framework and expose them to the stakeholder theory. This chapter argues that educating socially responsible management students is the touchstone strategy for addressing the big challenges that twenty first century organizations face. This chapter first defines the CSR concept, relating it to organizations’ role in fulfilling society’s expectations, demands, and requirements. Second, it sets forth why CSR is a strategic tool for management and a moral obligation for companies. Finally, it argues for the importance of including CSR and the stakeholder theory in the curriculum of all management faculties and programs.