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

Keywords: ethical marketing, social ethics, social policy, social responsibility, tourism and hospitality policy

Abstract

Through a metrodology close to social philosophy, the purpose of the article was to outline the perspectives for the construction of innovative marketing strategies for the field of tourism on the basis of social ethics and social policy. Business theory and methodology show a tendency to change conceptual approaches - from pragmatic to ethical - and business discourse attests to the activation of innovative business models of management, ethically marked, under the tendency to fill marketing strategies with social accents and the ever wider introduction of the categories of ethics and social responsibility. The concept of socially responsible business is gaining particular importance. It is concluded that the creation of an acceptable ethical marketing concept for the field of tourism and hospitality requires the modernization of the methodological basis. Dealing not with an abstract consumer of services, but with a concrete person, hospitality cannot be limited to generally recognized principles of social responsibility; it needs also, methodological consolidation of human- oriented principles, in addition to the ideas of social ethics by the experience of ethos ethics.

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