Instituto de Estudios Políticos y Derecho Público "Dr. Humberto J. La Roche"
de la Facultad de Ciencias Jurídicas y Políticas de la Universidad del Zulia
Maracaibo, Venezuela
Esta publicación cientíca en formato digital es continuidad de la revista impresa
ISSN-Versión Impresa 0798-1406 / ISSN-Versión on line 2542-3185Depósito legal pp
197402ZU34
ppi 201502ZU4645
Vol.41 N° 77
Abril
Junio
2023
Recibido el 14/01/23 Aceptado el 26/04/23
ISSN 0798- 1406 ~ De pó si to le gal pp 198502ZU132
Cues tio nes Po lí ti cas
La re vis ta Cues tio nes Po lí ti cas, es una pu bli ca ción aus pi cia da por el Ins ti tu to
de Es tu dios Po lí ti cos y De re cho Pú bli co “Dr. Hum ber to J. La Ro che” (IEPDP) de la Fa-
cul tad de Cien cias Ju rí di cas y Po lí ti cas de la Uni ver si dad del Zu lia.
En tre sus ob je ti vos fi gu ran: con tri buir con el pro gre so cien tí fi co de las Cien cias
Hu ma nas y So cia les, a tra vés de la di vul ga ción de los re sul ta dos lo gra dos por sus in ves-
ti ga do res; es ti mu lar la in ves ti ga ción en es tas áreas del sa ber; y pro pi ciar la pre sen ta-
ción, dis cu sión y con fron ta ción de las ideas y avan ces cien tí fi cos con com pro mi so so cial.
Cues tio nes Po lí ti cas apa re ce dos ve ces al año y pu bli ca tra ba jos ori gi na les con
avan ces o re sul ta dos de in ves ti ga ción en las áreas de Cien cia Po lí ti ca y De re cho Pú bli-
co, los cua les son so me ti dos a la con si de ra ción de ár bi tros ca li fi ca dos.
ESTA PU BLI CA CIÓN APA RE CE RE SE ÑA DA, EN TRE OTROS ÍN DI CES, EN
:
Re vicyhLUZ, In ter na tio nal Po li ti cal Scien ce Abs tracts, Re vis ta In ter ame ri ca na de
Bi blio gra fía, en el Cen tro La ti no ame ri ca no para el De sa rrol lo (CLAD), en Bi blio-
gra fía So cio Eco nó mi ca de Ve ne zue la de RE DIN SE, In ter na tio nal Bi blio graphy of
Po li ti cal Scien ce, Re vencyt, His pa nic Ame ri can Pe rio di cals In dex/HAPI), Ul ri ch’s
Pe rio di cals Di rec tory, EBS CO. Se en cuen tra acre di ta da al Re gis tro de Pu bli ca cio-
nes Cien tí fi cas y Tec no ló gi cas Ve ne zo la nas del FO NA CIT, La tin dex.
Di rec to ra
L
OIRALITH
M. C
HIRINOS
P
ORTILLO
Co mi té Edi tor
Eduviges Morales Villalobos
Fabiola Tavares Duarte
Ma ría Eu ge nia Soto Hernández
Nila Leal González
Carmen Pérez Baralt
Co mi té Ase sor
Pedro Bracho Grand
J. M. Del ga do Ocan do
José Ce rra da
Ri car do Com bel las
An gel Lom bar di
Die ter Nohlen
Al fre do Ra mos Ji mé nez
Go ran Ther born
Frie drich Welsch
Asis ten tes Ad mi nis tra ti vos
Joan López Urdaneta y Nil da Ma rín
Re vis ta Cues tio nes Po lí ti cas. Av. Gua ji ra. Uni ver si dad del Zu lia. Nú cleo Hu ma nís ti co. Fa-
cul tad de Cien cias Ju rí di cas y Po lí ti cas. Ins ti tu to de Es tu dios Po lí ti cos y De re cho Pú bli co
“Dr. Hum ber to J. La Ro che”. Ma ra cai bo, Ve ne zue la. E- mail: cues tio nes po li ti cas@gmail.
com ~ loi chi ri nos por til lo@gmail.com. Te le fax: 58- 0261- 4127018.
Vol. 41, Nº 77 (2023), 569-583
IEPDP-Facultad de Ciencias Jurídicas y Políticas - LUZ
Innovative tourism and hospitality
marketing strategies through the social
ethics and social policy prisms
DOI: https://doi.org/10.46398/cuestpol.4177.38
Yevhenii Bortnykov *
Svitlana Zakharova **
Oksana Marchenko ***
Iryna Verkhovod ****
Halina Harbar *****
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 eld 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 ll 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 eld 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.
Keywords: ethical marketing; social ethics; social policy; social
responsibility; tourism and hospitality policy.
* Zaporizhizhya National University, Zaporizhizhya, Ukraine. ORCID ID: https://orcid.org/0000-0002-
9602-0019
** Alfred Nobel University, Dnipro, Ukraine. ORCID ID: https://orcid.org/0000-0003-1097-2439
*** Bohdan Khmelnitsky Melitopol State Pedagogical University, Ukraine. ORCID ID: https://orcid.
org/0000-0002-4727-3183
**** Bohdan Khmelnitsky Melitopol State Pedagogical University, Ukraine. ORCID ID: https://orcid.
org/0000-0002-9176-2574
***** Separate Subdivision Mykolaiv Branch of the Kyiv National University of Culture and Arts", Mykolaiv,
Ukraine. ORCID ID: https://orcid.org/0000-0003-4750-3361
570
Yevhenii Bortnykov, Svitlana Zakharova, Oksana Marchenko, Iryna Verkhovod y Halina Harbar
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
Resumen
Mediante una metrodologia proxima a la losoa 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.
Palabras clave: marketing ético; ética social; política social;
responsabilidad social; politica de turismo y hostelería.
Introduction
In dierent historical times, at dierent socio-economic development
stages, business gives priority to those activity principles and concepts
that correspond as closely as possible to the social, economic, political,
etc. demands of society and undergo signicant, and sometimes drastic,
changes during crises, in periods of sharp social transformations.
The complexity of the current situation lies in the fact that the protracted
pan-European socio-cultural crisis, which touched all spheres social life -
political, economic, industrial, actually social and cultural - was repeatedly
intensied by the COVID-19 pandemic (Bortnykov and Oleksenko, 2021а),
and then by the military conict, as a result of which there is a drastic drop
in the tourist attractiveness in Ukraine (Oleksenko et al., 2021) and the
possibility of a fully-edged development of the tourism and hospitality
spheres.
571
CUESTIONES POLÍTICAS
Vol. 41 Nº 77 (2023): 569-583
However, at the same time, overcoming experience of crises consequences
using the example of COVID-19 was accumulated: even minor relaxations
of the quarantine regime contributed to the improvement of the situation:
for the rst half in 2021, the amount of tourist tax to the local budgets of
Ukraine amounted to 69,453.4 thousand UAH; for comparison, at the
same time in previous years, the specied amounts amounted to 57,914.7
thousand UAH in 2019 and 68,564.49 thousand UAH in 2020) (Oleksenko
et al., 2022).
Evidence of the general business discourse ethization is a clearly
expressed change in approaches of theoretical research - from pragmatic to
ethical. Particularly, issues of corporate ethics in the modern organization
(Rykhlytska, 2011), corporate social responsibility as a means of forming
the enterprise competitiveness (Kozin, 2011), socio-ethical aspects
of enterprise management in the conditions of the market relations
developement (Kushlyk, 2018), etc., have become the subject of close
attention by researchers.
The attention of researchers to the ethical marketing issues is increasing,
particularly, the organizational business integrity on the conceptual ethical
marketing basis (Moore and Beadle 2016), the theory and methodology
of the socially oriented marketing system formation in a commercial
enterprise (Pushkareva, 2007), marketing ethics in the context of corporate
social responsibility (Wang, 2011), ethical marketing as a marketing activity
concept (Reshetnikova 2012), the relationship between social and ethical
marketing and corporate social responsibility (Lasukova, 2012), the basics
of implementing the social and ethical marketing concepts in terms of the
marketing mix elements, the creation of an inclusive marketing strategy
based on values (Hongwei and Lloyd, 2020), the inuence of marketing
ethics and social responsibility on the customer-oriented enterprise strategy
formation (Kuvaieva et al., 2021), etc.
The noted tendency to conceptualize the ethical marketing foundations
in foreign and domestic literature was accompanied by numerous (even
quantitatively excessive) terms such as “social marketing”, “responsible”,
“socially responsible”; “socially oriented”, “social”; “social-ethical”,
“ethical”, etc., which obviously complicates the understanding process in
denitely relevant scientic discussions and practical solutions.
As a result, the development of innovative marketing strategies based
on ethical principles for specic sectors of the economy (particularly, for
tourism and hospitality enterprises) is hindered by conceptual inconsistency
and requires in each specic case a simultaneous analysis of the conceptual
apparatus and the agreement of ethical and methodological principles.
572
Yevhenii Bortnykov, Svitlana Zakharova, Oksana Marchenko, Iryna Verkhovod y Halina Harbar
Innovative tourism and hospitality marketing strategies through the social ethics and social
policy prisms
1. Materials and methods
The interdisciplinary status of the research requires the use of a wide
range of materials and analystic methods, primarily in the eld of social
philosophy, social policy, economic theory, methodology and practice of
tourism and hospitality, marketing research tools.
Philosophical reections in the eld of social ethics served as the
methodological research basis: political ethics, economic ethics, discursive,
institutional, business ethics, etc., which declares general ethical socially
developed principles, set its directions and guidelines, designed to ensure
institutional order, and therefore enables normative substantiation of
ethical relations (institutional, public, group and individual) in specic
economic branches and economic activity spheres, including ethical
tourism and hospitality marketing.
For a retrospective analysis of the issue of the ethical marketing
conceptual content and their coherence with the basic ideas of the most
authoritative socio-philosophical teachings, a comparative analysis and
fundamental principle generalization of social policy and the socially
responsible business concept, basic ideas of modern economic theory,
management theory, social policy, etc., aimed at establishing ethical
dimension for marketing research.
In order to clarify the conceptual articulation of ethically marked
marketing concepts (the concepts of «social marketing», «responsible»,
«socially responsible», «socially oriented», «community», «social-
ethical», «ethical», etc.), conceptual formative methods were applied -
terminological systems.
In order to highlight the ethos aspect of the phenomenality of hospitality
and tourism, the socio-ethical standards of socially responsible business
are supplemented with the experience of virtue ethics (respect, courtesy,
generosity, generosity, benevolence, thoroughness, loyalty, etc.). For the
operationalization of ethical marketing concepts in the form of ethical
marketing strategies for the eld of tourism and hospitality, the toolkit of
client-oriented marketing is applied.
2. Discussion of the problem
2. 1. Socio-ethical foundations of marketing activity: Conceptual
and conceptual inconsistency
The search for ethically marked and socially acceptable marketing
concepts while maintaining economic expediency is vividly illustrated
573
CUESTIONES POLÍTICAS
Vol. 41 Nº 77 (2023): 569-583
by Philip Kotler, according to whom the main organization task is: “... to
determine the shortcomings, needs and interests of the target markets
and ensure their satisfaction more eciently and productively than
competitors’, by simultaneously preserving and ensuring well-being means
of the consumer and society as a whole” (Kotler, 1998: 66-67).
It is characteristic (researchers repeatedly pointed out this) that in
the quoted work Philip Kotler calls such marketing “socially ethical”, and
in later studies - “socially responsible” (Kotler 998: 64). According to I.
Reshetnikova, “... this is where the confusion in terminology and perception
of social and ethical marketing as synonyms began” (Reshetnikova 2012:
91).
It is dicult to disagree with this state characterization of aairs
(“confusion in terminology”), but it is equally dicult to agree that the
responsibility for this rests with the researcher who, in fact, took the rst
steps in establishing an ethical dimension for marketing research, and not
on the numerous followers of Philip Kotler ideas, who did not always handle
the conceptual apparatus correctly, and sometimes, when the urgency of
the problem reached the fashion level, simply produced scientic novelty
simulacra, generating synonymous terms without proper justication of
the such innovations expediency.
In addition, in the case of Philip Kotler, it is not about an inconsistent
terminologicalization of an already established concept (if it were so, then,
indeed, according to the laws of term formation, one concept should ideally
correspond to one term). However, we are talking about various and time-
varying (our italics) marketing tools, which reect the constant search
for a balance between economic interest, social responsibility and ethical
attitude towards the human consumer. After all, “... ethical marketing is
not a hard and fast list of rules, but a general set of guidelines that help
companies evaluate new marketing strategies” (Kuvaieva et al., 2021).
It should also not be forgotten that ethically marked marketing concepts
of business activities in general and tourism and hotel-restaurant activities
particularly are impossible separately, by themselves, as something
separated from public opinion in its most relevant manifestations.
On the contrary, they develop in its wake, reecting the general trends
of social ethics and social policy and transforming these trends, taking into
account the realities of socio-economic life, into practical projects, – let’s
repeat – economically justied, socially responsible and ethical in relation
to the human consumer . Therefore, such searches were not limited to
marketing research, but took place against the background of constant
searches in the valley of social ethics and social policy and are correlated
with them.
574
Yevhenii Bortnykov, Svitlana Zakharova, Oksana Marchenko, Iryna Verkhovod y Halina Harbar
Innovative tourism and hospitality marketing strategies through the social ethics and social
policy prisms
In general, the search for grounds construction of a non-hostile
“community” and the development of the cohesion experience have
reached the fundamental levels for the modern world. The philosophical
foundations of social cohesion are rooted in the social integration ideas,
solidarity and unity laid down in the works of the sociological thought
classics (E. Giddens, E. Durkheim, N. Luhmann, C. Mills, T. Parsons, P.
Sorokin, H. Spencer, etc).
The application of the moral dimension to solving social integrative
problem brought it from the plane of social practice to the plane of
social ethics, which now claims leading role of an integration force in
European society. On the other hand, the appeal to social issues by leading
philosophers (K.-O. Apel, R. Dworkin, R. Ingarden, Y. Gabermas, V. Hesle,
J. Ratzinger, J. Rawls, R. Rorty, etc.) contributed to the saturation of social
knowledge with philosophical content, ethnoization of not only theoretical
and methodological discussions in the social sciences, but also practical
social discourse (Bud’ko, 2015).
Norms and rules of human behavior in new socio-cultural conditions,
responsibilities, duties of people towards others in social life became ethical
and philosophical reection subject, and a characteristic feature of modern
philosophy was its practical orientation, striving for implementation
in social projects. The task of building a society of equal opportunities
by counteracting social rejection, overcoming inequality, poverty,
marginalization and deprivation was embodied in various concepts and
approaches: widening participation, mainstreaming, integration, inclusion,
etc., which represent the process of changes in the political, economic, and
social spheres aimed at establishing social equality.
The central concept of the new approach to the social system was social
integration, the goal of which is to create a “society for all” in which each
individual, with his rights and responsibilities, plays an active role. The
gradual increase in attention to the interests of an individual as an object
of national policies in various spheres culminated in the adoption of the
Copenhagen Declaration of the UN on Social Development (1995), which
declared care for people as a basic condition for sustainable development,
one of the most important goals of European social policy.
Therefore, if we talk about the terminological “inconsistency” of Philip
Kotler, then it is not superuous to emphasize: “social ethics” is a section
(here and in our italics) of applied ethics that studies ethical relations
(values, goals, duties of a person) in society and makes it possible to
normatively substantiate group, institutional and corporate relations,
as well as to develop methods of control and assistance in solving social
problems; “social responsibility” is a socio-ethical principle (our italics) of
social policy, which consists in compliance by subjects of social relations
with the requirements of social norms; “social responsibility of business”
575
CUESTIONES POLÍTICAS
Vol. 41 Nº 77 (2023): 569-583
is a socio-economic concept, which consists in taking into account in the
implementation of public duty in the decision-making process not only the
interests of individuals or organizations that make these decisions, but also
the interests, values and goals of broad social groups and society in general.
Instead, the term “corporate social responsibility” was introduced
to operationalize the general socially responsible business concept, its
specication taking into account the specics of a specic eld of activity,
industry, organization. Therefore, we are dealing with the terminology of
dierent scientic elds: the rst of the terms used belongs to philosophy,
particularly social philosophy; the second - sociology, political science and
methodology of public administration, the third - philosophy of economics
and economic theory, and the fourth is used mainly at the level of applied
economic research and at the operational level.
Accordingly, each of these terms implies a proper (specic to a
specic scientic eld) point of view with the use of appropriate methods,
techniques, and analytical procedures. Therefore, it can be assumed that
having initially declared in his marketing developments his adherence to
the ideas of social ethics in general (“social-ethical” marketing), later Philip
Kotler specied it as “socially responsible” in view of the principle of social
ethics that nally crystallized in parallel with the research of Philip Kotler
and turned out to be the most consistent with his basic instructions.
However, inconsistency in the use of philosophical and sociological
concepts in economic research is an old problem (this is a general problem
of interdisciplinary research). For example, for decades, there has been a
confusion of social responsibility and ethical behavior concepts - this was
emphasized by J. Fischer in 2004 study (Fischer, 2004: 381-390), giving
four dierent relationship versions between these terms:
1. social responsibility is ethics in the context of organizations;
proponents of this position point out that ethical actions are based on
personal beliefs, which by denition cannot exist in an organization;
2. ethics concerns individuals within the organization, and social
responsibility concerns the actions of the organization as a whole;
3. these are two completely dierent concepts;
4. social responsibility is a broad concept that includes ethics
particularly (ib.). Let us clarify that in order to clarify the nature of
such a relationship, rst of all, it is necessary to distinguish between
socio-economic analysis and philosophical reection (the same
reason for the terminological confusion as dened earlier).
If we consider the problem from an ethical-philosophical point of view,
then the concept of social responsibility is narrower than ethical behavior -
it is only one of the principles that determine this behavior.
576
Yevhenii Bortnykov, Svitlana Zakharova, Oksana Marchenko, Iryna Verkhovod y Halina Harbar
Innovative tourism and hospitality marketing strategies through the social ethics and social
policy prisms
If we look at it from a socio-economic point of view, then the broadest
concept will turn out to be precisely social responsibility (which is the focus
of the study) as a system of norms of organizational behavior in society,
which includes, in addition to ethical behavior, at least three other aspects
( according to the model of A. Carroll 1991): economic (protability),
legal (following the letter of the law) and discretionary / philanthropic
(voluntariness and arbitrariness of contribution to the development of
society and improvement of the quality of life) (Carroll, 1991).
As for the direct terminological diversity of ethically marked marketing
concepts, which was discussed above, in some cases it is fully justied,
reecting the philosophical and methodological position of the researcher
(for example, «ethical marketing» as the recognition of ethics as the basic
principle of marketing activity, «social» or «social» as recognition of the
priority of social/community values, etc.), and in some places, unfortunately,
it is evidence of uncritical use of current ideas against the background of
the researcher’s methodological helplessness or the desire for unfounded
terminology. Further in this study, we will use the term «ethical marketing»
as a generalization to refer to any ethically labeled marketing concepts.
2. 2. Ethical marketing in the categories of social policy and
socially responsible business
Therefore, turning briey to the main ideas of applied ethics, which had an
impact on the development of marketing ideas in recent decades, we cannot
but admit that it would be one-sided to reduce the conceptual foundations
of ethical marketing exclusively to philosophical and methodological ones.
Here, we cannot overlook (again in passing) the inuence on its
formation and gradual establishment of social policy priorities, as well as
intra-business tendencies to humanize the business environment and more
than century-old search for “human-dimensional” grounds in the eld of
business methodology.
We have in mind, rst of all, the already mentioned socially responsible
business concept, which implies the need and ability for social government
interaction, business and society, which was one of the rst to be discussed
by the outstanding philanthropist А. Carnegie, formulating two fundamental
provisions on which the concept of social responsibility is based: the charity
principle (following J. Rockefeller) and the service principle, and resorting
to an attempt to theoretically justify the doctrine of capitalist charity in the
book “The Gospel of Prosperity” (“The Gospel of Wealth”) in 1900, which, in
fact, is one of the modern economic philosophical sources and at the same
time an ethical philosophy of human relations in the pursuit of harmony,
understanding and compassion.
577
CUESTIONES POLÍTICAS
Vol. 41 Nº 77 (2023): 569-583
The next signicant step in this direction, which is worth drawing
attention to in the context of our research, was the combination of “eciency”
and “social responsibility” concepts in a single context in the annual report
(1936) of the Sears company by its head, R. Wood. A supporter of solving
social problems not so much from a state (macro) as from a managerial
(micro) position (Burke, 1999), R. Wood took social responsibility beyond
the boundaries of professional ethics and for the rst time introduced it
into the management and marketing context, opening up to the top - new
strategic perspectives by managers of Western companies.
In the future, the incentives for the development and approval of the
socially responsible business concept became the cooperation experience
between American business and the government during the Second
World War, the growth of post-industrial trends in the Western world,
and the gradual emergence of “human” and “cultural” factors from the
technological shadows and administration, with time - stabilization the
development of the world economy, the use of the scientic and technical
progress achievements, the general increase in the educational level of the
population, the contribution of religion to the social consensus achievement.
As a result, after the Second World War, the main postulates of the
concept were actively used in the developed countries of the world, and the
doctrine of the businessmen duties, based on the need to develop a strategy,
formulated in the work of G. Bowen “Social responsibility of a businessman”
(1953) (Bowen, 1953) and make management decisions based on the values
and goals of society’s development, became the basis of a modern approach
to social responsibility of business.
Without delving too much into the history of the issue, let us emphasize,
however, that in the society on the 21st century the social business
responsibility necessarily implies certain response voluntariness - an
unforced obligation to carry out a certain policy, make certain decisions and
adhere to certain activity directions in view of the social goals and values.
Another thing is that such voluntariness cannot be completely arbitrary, due
to the serious pressure of civil society on the government and on business,
the changing role of the state, the growing interaction of organizations with
the environment, and the need to quickly respond to all changes.
In general, as can be seen, the higher the level of social development
on the civilization scale, the stricter the criteria for social business
responsibility.
Therefore, modern ideas about the social business responsibility have
reached the understanding level in general as a certain value system,
measures and processes aimed at spreading the positive impact of activities
in the economic, ecological, social, etc. spheres both within the organization
and in the environment, and are specied in numerous concepts of
578
Yevhenii Bortnykov, Svitlana Zakharova, Oksana Marchenko, Iryna Verkhovod y Halina Harbar
Innovative tourism and hospitality marketing strategies through the social ethics and social
policy prisms
“corporate social responsibility”, the criteria of which may vary depending
on the organization’s sphere of activity, industry, company size, ownership
structure, competitive strategy, etc. For example, it can be about investments
in environmental protection, about the assessment and nature of the goods
and services produced assessment of relations with employees, attitudes
towards minorities and society as a whole, philanthropic programs, etc.
Therefore, considering ethical marketing as a socially responsible
enterprise activity component and an independent socially oriented
marketing concept that combines the interests of producers, consumers
and society as a whole (Reshetnikova 2012: 91), I. Reshetnikova follows
the general trend of the development of modern marketing concepts.
At the same time, the goal formulated by her (the formation of a unied
approach to the understanding of the category «ethical marketing» in the
direction of ensuring social responsibility of enterprises’ activities) seems
somewhat fantastic: how can one talk about a «unied» approach when
it is fundamentally impossible with regard to «ethical» concept without
specifying philosophically - methodological principles, principles and
approaches?
In addition, any attempt to unify philosophical concepts invariably
threatens their vulgarization and reduction; on the other hand, encroaching
on strict regulation violates the principle of voluntariness. Another thing is
that it is possible (and denitely necessary) to talk about the ethical content
of modern marketing concepts and their coherence in a specic time and
space with the basic ideas of the most authoritative social and philosophical
students, embodied in the fundamental social policy principles and the
socially responsible business concept.
2. 3. Perspectives of conceptualization and operationalization of
ethical marketing for the touristic and hospitality spheres
If we talk about ethical marketing not only as a socio-philosophical
idea or a fundamental principle of socially responsible business activity in
general, but to specify it as a marketing concept for tourism hospitality and
operate it in the form of ethical marketing strategies for specic enterprises
in the specied eld, then it is worth to bear in mind that these elds are
already by their very nature global leaders of the social cohesion ideology,
social responsibility and justice - a space: “... de convivencia, dignidad
y justicia social para la majoria de las personas y no solo para las elites
revestidas de autoridad política o poder económico, en denitiva, se prole
como una industria capaz de alcansar desarrollo con equidad” (Verkhovod
et al., 2022: 25).
However, the ethical principle of social responsibility, like the entire
experience of social ethics, is clearly not enough here. It is appropriate to
579
CUESTIONES POLÍTICAS
Vol. 41 Nº 77 (2023): 569-583
recall the contradictory modern hospitality nature, rst of all, the sharp
contradiction between its pragmatic principles and humanistic deep
nature. On the one hand, as a branch of the economy, hospitality cannot
ignore the competitiveness associated with the properties of the service as
a product; on the other hand, the quality of services directly depends on the
emotional and psychological state of the consumer, which forces again and
again, regardless of the time, place and form of hospitality, to turn to its
deep humanistic nature (Bortnykov et al., 2021b).
Therefore, despite clearly expressed economic orientations, modern
hospitality: “... obviously always derives from the personal hospitality idea
and exists in a constant relationship with it as an ideal humanism model”
(Montandon, 2004: 64). As for the ethical hospitality foundations, we have
already tried to reect on them philosophically (Bortnykov et al., 2021b),
proposing, particularly, to revitalize the concept of “philotechnique”
(φιλοτεχνία), introduced by Hippocrates to denote “love of one’s art” and
applied by Alexandria Clement to hospitality as “the art of caring for the
welfare of travelers.”
Taking into account the modern trends in the philosophy and hospitality
practice, we propose to understand philotechnics as “the art of caring for
the well-being of the guest” and consider it as a possible basic concept of
the modern philosophy of hospitality, capable of most comprehensively
reecting its nature, including utilitarian and extra-utilitarian functions,
not only high the level of service, but also the “human” attitude towards the
guest (Bortnykov et al., 2021b).
Let us add that the ethical component of modern marketing ethics
(particularly, such virtues as respect, politeness, generosity, generosity,
benevolence, thoroughness, loyalty), along with the social and ethical
standards of a justice society, nds supporters in wider business contexts
as well (Markkula Center).
In our opinion, this approach is the most promising for a possible
question consideration of the human-oriented modern hospitality
dimension, starting with: «... an expressive conceptual articulation of the
ethos of the phenomenality of hospitality» (Vatolina, 2014: 39).
The same can be said about tourism, whose researchers, reecting on
the the industry prospects in the 21st century in economic growth categories
and sustainable development, insist not only on the contradiction, but also
on the unity of economic and moral relations: «... tourism is a protable
business in any - which country in the world has sucient and necessary
conditions for its development; for its part, the moral issue is conditioned
by the historical necessity of the new development paradigm international
construction that goes beyond the purely economic and seeks to achieve a
certain form of progress with equality and justice in tourism and any other
business» (Verkhovod et al., 2022: 24).
580
Yevhenii Bortnykov, Svitlana Zakharova, Oksana Marchenko, Iryna Verkhovod y Halina Harbar
Innovative tourism and hospitality marketing strategies through the social ethics and social
policy prisms
Let us add that the stated contradiction is partially overcome by
client-oriented concepts in view, particularly, of the fact that attracting a
new client costs more than ve times more than keeping an existing one
(Kuvaieva et al., 2021), and therefore building a client-oriented strategy
of tourism enterprises and hospitality on the basis of marketing ethics and
social responsibility turns out to be not only ethically justied, but also
economically justied.
Conclusion
Thus, there are reasons to talk about a change in public consciousness
in general and business consciousness particularly regarding ethical
marketing problem. Numerous theorizing and practical developments
of this direction are denitely and timely relevant. Moreover, they are
demanded by providers of tourist and hotel-restaurant services and suered
by these service consumers. However, something else is also obvious: the
eld of tourism and hospitality cannot be satised with generally recognized
socially oriented ethical marketing concepts due to its human dimension.
Therefore, without a deep methodological foundation (starting with
philosophical methodology development taking into account not only social
ethics experience, but also ethos ethics), the creation and approval of an
acceptable ethical marketing concept for the eld of tourism and hospitality
is impossible. The search should be aimed at nding such a balance between
economic interest, social responsibility and ethical attitude towards the
human consumer, which would take into account the deep humanistic
nature of modern hospitality and the desire to preserve its human-sized
originality embodied in modern forms.
Bibliographic References
BORTNYKOV, Yevhenii; OLEKSENKO, Roman. 2021a. “Crisis as an
incentive for development (on the example of the draft Zaporizhzhya
Region Tourism Development Strategy)” In: Tourism and the global
crises. Abstracts of the annual international scientic conference. А & B.
Veliko Tarnovo, pр. 612-621. Available online. In: http://surl.li/eiwmc.
Date of consultation: 09/11/22.
BORTNYKOV, Yevgen; OLEKSENKO, Roman; CHUIEVA, Inna; KONOH,
Olena; KONOH, ANDRIY. 2021b. “Facets of the hospitality philosophy:
lotexnia” In: Filosoya-Philosophy. Vol. 30, No. 2, pp. 123-136.
Available online. In: https://doi.org/10.53656/phil2021-02-02. Date
of consultation: 09/11/22.
581
CUESTIONES POLÍTICAS
Vol. 41 Nº 77 (2023): 569-583
BOWEN, Howard . 1953. Social Responsibilities of the Businessman. Harper &
Row. New York, USA.
BUD’KO, Maryna. 2015. “Humaneness as an inclusion essence: ethic and
philosophic aspect. In: Within the sphere of inclusions issues: Polish and
Ukrainian scientic exchange” In: Wyd-wo UPN w Siedlcah. Siedlce, pр.
95-113.
BURKE, Edmund. 1999. Corporate community relations: the neighbor principle
of the choice. Quorum Books. Westport, Conn. London, UK.
CARROLL, Archie. 1991. “Corporate social responsibility pyramid: Toward the
moral organizational stakeholders’ management” In: Business Horizons.
Vol. 34, No. 04, pp. 09-48.
FISCHER, Josie. 2004. “Social Responsibility and Ethics: Clarifying the
Concepts” In: Business ethics Journal. No. 52, pp. 381-390. Available
online. In: https://www.jstor.org/stable/25123269. Date of
consultation: 09/11/22.
HONGWEI, He; LLOYD, Harris. 2020. “The impact of Covid-19 pandemic on
corporate social responsibility and marketing philosophy” In: Journal of
Business Research. Vol. 116, pp. 176-182. Available online. In: https://
doi.org/10.1016/j.jbusres.2020.05.030. Date of consultation: 09/11/22.
KOTLER, Philip. 2007. Marketing Essentials. Short course Per from English -
M Publishing house «Williams», 656 р. Boston, USA.
KOTLER, Philip. 1998. Marketing Management. Pi`ter Kom. SPb. 682р.
Boston, USA.
KOZIN, Larysa. 2011. “Corporate social responsibility as forming mean of
enterprise competitiveness” In: Bulletin of Kharkiv National Agrarian
University named after V.V. Dokuchaeva: Economic Science. No. 12, pp.
394-401.
KUSHLYK, Oksana. 2018. “Social and ethical aspects of enterprise management.
Black Sea Economic Studies” In: Black Sea Economic Studies. Vol. 26,
No.02, pp. 16-21.
KUVAIEVA, Tetiana; PILOVA, Kateryna; MAHERRAMOVA, Iryna. 2021.
“Marketing ethics and social responsibility as the basis of forming the
customer-oriented strategy” In: Economy and society. No. 29. Available
online. In: https://doi.org/10.32782/2524-0072/2021-29-13. Date of
consultation: 09/21/22.
582
Yevhenii Bortnykov, Svitlana Zakharova, Oksana Marchenko, Iryna Verkhovod y Halina Harbar
Innovative tourism and hospitality marketing strategies through the social ethics and social
policy prisms
LASUKOVA, Hanna. 2012. “Relationship between socio-ethical marketing
and corporate social responsibility” In: The herald of Ternopil National
Economic University. No. 03, pp. 81-91.
MONTANDON, Alen. 2004. HOSPITALITY: AN ETHNOGRAPHIC DREAM?
IN: NEW LITERARY REVIEW. NO. 65, PP. 61-70.
MOORE, Geo; BEADLE, Ron. 2016. “Searching for an organizational business
virtue: agents, goods, practices, institutions and environments” In:
Organization studies. No. 27 (3), pp. 369-389. Available online. In:
http://dx.doi.org/10.1177/0170840606062427. Date of consultation:
09/21/22.
OLEKSENKO, Roman; RYBALCHENKO, Nina; BORTNYKOV, Yevhenii;
KONOH, Andriy; NAMLIIEVA, Natalia. 2022. “Organizational and
Economic Mechanism of the Ukrainian State Policy in the Tourism
and Hospitality Sector: State and Innovative Prospects” In: Cuestiones
Políticas. Vol. 40, No. 72, pp. 435-455. Available online. In: https://doi.
org/10.46398/cuestpol.4072.25. Date of consultation: 09/11/22.
OLEKSENKO, Roman; BORTNYKOV, Yevhenii; BILOHUR, Stanislav;
RYBALCHENKO, Nina; MAKOVETSKA, Natalia. 2021. “Transformations
of the organizational and legal mechanism of the Ukrainian state policy in
tourism and hospitality” In: Cuestiones Políticas. Vol. 39, No. 70, pp. 768-
783. Available online. In: https://doi.org/10.46398/cuestpol.3970.46.
Date of consultation: 09/11/22.
PUSHKAREVA, Liudmyla. 2007. Theory and methodology of forming a socially
oriented marketing system at a commercial enterprise. IRA. SPb. Kiev,
Ukraine.
RESHETNIKOVA, Iryna. 2012. “Ethical marketing as a marketing concept” In:
Marketing and Management of Innovations. No. 4, pp. 91-96.
RYKHLYTSKA, Oksana. 2011. “On the question of corporate ethics in the
modern organization” In: Humanitarian magazine. No.1, pp. 89-97.
VATOLINA, Yuliia. 2014. Hospitality as an anthropological phenomenon. Publ.
PXГА. SPb. Kiev, Ukraine.
VERKHOVOD, Iryna; DONETC, Iryna; ARSENENKO, Iryna; DONCHENKO,
Larysa; HAVRYLOVA, Olena. 2022. “Reexiones losócas sobre la
relación turismo, crecimiento económico y desarrollo sostenible en el
siglo XXI” In: Cuestiones Políticas. Vol. 40. Nº 75, pp. 16-25. Available
online. In: https://doi.org/10.46398/cuestpol.4075.00. Date of
consultation: 07/07/22.
583
CUESTIONES POLÍTICAS
Vol. 41 Nº 77 (2023): 569-583
WANG, Yungchih. 2011. “Corporate social responsibility and stock performance”
In: Modern economy. Vol. 02, No. 05, pp. 788-799. Available online.
In: https://doi.org/10.4236/me.2011.25087. Date of consultation:
07/10/22.
UNITED NATIONS. 1995. Copenhagen Declaration of the UN on Social
Development. Available online. In: https://www.un.org/
development/desa/dspd/world-summit-for-social-development-1995/
wssd-1995-agreements/cdosd-introduction.html#:~:text=We%20
acknowledge%20that%20social%20and,of%20economic%20and%20
social%20development. Date of consultation: 07/10/22.
www.luz.edu.ve
www.serbi.luz.edu.ve
www.produccioncienticaluz.org
Esta revista fue editada en formato digital y publicada
en abril de 2023, por el Fondo Editorial Serbiluz,
Universidad del Zulia. Maracaibo-Venezuela
Vol.41 Nº 77
