Innovative tourism and hospitality marketing strategies through the social ethics and social policy prisms

Estrategias innovadoras de marketing turístico y hostelero a través de los prismas de la ética social y la política social

• Yevhenii Bortnykov Zaporizhizhya National University, Zaporizhizhya, Ukraine. https://orcid.org/0000-0002-9602-0019
• Svitlana Zakharova Alfred Nobel University, Dnipro, Ukraine. https://orcid.org/0000-0003-1097-2439
• Oksana Marchenko Bohdan Khmelnitsky Melitopol State Pedagogical University, Ukraine. https://orcid.org/0000-0002-4727-3183
• Iryna Verkhovod Bohdan Khmelnitsky Melitopol State Pedagogical University, Ukraine. https://orcid.org/0000-0002-9176-2574
• Halina Harbar Separate Subdivision Mykolaiv Branch of the Kyiv National University of Culture and Arts", Mykolaiv, Ukraine. https://orcid.org/0000-0003-4750-3361

DOI: https://doi.org/10.46398/cuestpol.4177.38

Palabras clave: marketing ético, ética social, política social, responsabilidad social, politica de turismo y hostelería

Resumen

Mediante una metrodologia proxima a la filosofia social, el propósito del artículo fue esbozar las perspectivas para la construcción de estrategias de marketing innovadoras, para el campo del turismo sobre la base de la ética social y la política social. La teoría y la metodología de los negocios muestran una tendencia a cambiar los enfoques conceptuales --de pragmáticos a éticos-- y el discurso empresarial da fe de la activación de modelos empresariales innovadores de gestión, marcados éticamente, bajo la tendencia a llenar las estrategias de marketing con acentos sociales y la introducción cada vez más amplia de las categorías de ética y responsabilidad social. El concepto de empresa socialmente responsable está cobrando especial importancia. Se concluye que la creación de un concepto de marketing ético aceptable para el campo del turismo y la hospitalidad requiere la modernización de la base metodológica. Al tratarse no de un consumidor abstracto de  servicios, sino de una persona concreta, la hospitalidad no puede limitarse a principios generalmente reconocidos de la responsabilidad social; necesita tambien, la consolidación metodológica de los principios orientados hacia el ser humano, además de las ideas de la ética social por la experiencia de la ética del ethos.

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