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 - Bortnykov, Yevhenii; Zakharova, Svitlana; Marchenko, Oksana; Verkhovod, Iryna; Harbar, Halina (Cuestiones Políticas, 2023)
<span dir="ltr" style="left: calc(var(–scale-factor)*68.03px); top: calc(var(–scale-factor)*169.01px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.13425);" role="presentation">Mediante una metrodologia proxima a la filosofia social, e<span dir="ltr" style="left: calc(var(–scale-factor)*333.59px); top: calc(var(–scale-factor)*169.01px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.13957);" role="presentation">l propósito <span dir="ltr" style="left: calc(var(–scale-factor)*53.86px); top: calc(var(–scale-factor)*180.12px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.10272);" role="presentation">del artículo <span dir="ltr" style="left: calc(var(–scale-factor)*106.20px); top: calc(var(–scale-factor)*180.12px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.08301);" role="presentation">fue <span dir="ltr" style="left: calc(var(–scale-factor)*122.46px); top: calc(var(–scale-factor)*180.12px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.10366);" role="presentation">esbozar las perspectivas para la construcción de estrategias <span dir="ltr" style="left: calc(var(–scale-factor)*53.86px); top: calc(var(–scale-factor)*191.23px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.13062);" role="presentation">de marketing innovadoras, <span dir="ltr" style="left: calc(var(–scale-factor)*177.28px); top: calc(var(–scale-factor)*191.23px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.14303);" role="presentation">para el campo del turismo sobre la base de la <span dir="ltr" style="left: calc(var(–scale-factor)*53.86px); top: calc(var(–scale-factor)*202.35px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.13506);" role="presentation">ética <span dir="ltr" style="left: calc(var(–scale-factor)*78.57px); top: calc(var(–scale-factor)*202.35px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.11158);" role="presentation">social y la política social. La teoría y la metodología de los negocios <span dir="ltr" style="left: calc(var(–scale-factor)*53.86px); top: calc(var(–scale-factor)*213.46px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.15139);" role="presentation">muestran <span dir="ltr" style="left: calc(var(–scale-factor)*103.31px); top: calc(var(–scale-factor)*213.46px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.15651);" role="presentation">una <span dir="ltr" style="left: calc(var(–scale-factor)*127.25px); top: calc(var(–scale-factor)*213.46px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.12683);" role="presentation">tendencia a <span dir="ltr" style="left: calc(var(–scale-factor)*189.96px); top: calc(var(–scale-factor)*213.46px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.11953);" role="presentation">cambiar <span dir="ltr" style="left: calc(var(–scale-factor)*233.25px); top: calc(var(–scale-factor)*213.46px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.07712);" role="presentation">los <span dir="ltr" style="left: calc(var(–scale-factor)*253.07px); top: calc(var(–scale-factor)*213.46px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.10471);" role="presentation">enfoques <span dir="ltr" style="left: calc(var(–scale-factor)*300.19px); top: calc(var(–scale-factor)*213.46px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.10687);" role="presentation">conceptuales --<span dir="ltr" style="left: calc(var(–scale-factor)*372.10px); top: calc(var(–scale-factor)*213.46px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.1197);" role="presentation">de <span dir="ltr" style="left: calc(var(–scale-factor)*53.86px); top: calc(var(–scale-factor)*224.57px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.12732);" role="presentation">pragmáticos a <span dir="ltr" style="left: calc(var(–scale-factor)*120.25px); top: calc(var(–scale-factor)*224.57px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.08787);" role="presentation">éticos-<span dir="ltr" style="left: calc(var(–scale-factor)*149.37px); top: calc(var(–scale-factor)*224.57px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.13832);" role="presentation">- y el discurso empresarial da fe de la activación de <span dir="ltr" style="left: calc(var(–scale-factor)*53.86px); top: calc(var(–scale-factor)*235.69px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.18037);" role="presentation">modelos empresariales innovadores de gestión, <span dir="ltr" style="left: calc(var(–scale-factor)*282.09px); top: calc(var(–scale-factor)*235.69px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.12161);" role="presentation">marcados <span dir="ltr" style="left: calc(var(–scale-factor)*330.96px); top: calc(var(–scale-factor)*235.69px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.12898);" role="presentation">éticamente, <span dir="ltr" style="left: calc(var(–scale-factor)*53.86px); top: calc(var(–scale-factor)*246.80px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.10046);" role="presentation">bajo <span dir="ltr" style="left: calc(var(–scale-factor)*79.12px); top: calc(var(–scale-factor)*246.80px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.09418);" role="presentation">la <span dir="ltr" style="left: calc(var(–scale-factor)*93.33px); top: calc(var(–scale-factor)*246.80px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.12683);" role="presentation">tendencia a <span dir="ltr" style="left: calc(var(–scale-factor)*154.17px); top: calc(var(–scale-factor)*246.80px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.12429);" role="presentation">llenar <span dir="ltr" style="left: calc(var(–scale-factor)*186.08px); top: calc(var(–scale-factor)*246.80px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.09991);" role="presentation">las <span dir="ltr" style="left: calc(var(–scale-factor)*204.61px); top: calc(var(–scale-factor)*246.80px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.12296);" role="presentation">estrategias <span dir="ltr" style="left: calc(var(–scale-factor)*258.34px); top: calc(var(–scale-factor)*246.80px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.1197);" role="presentation">de <span dir="ltr" style="left: calc(var(–scale-factor)*275.22px); top: calc(var(–scale-factor)*246.80px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.12256);" role="presentation">marketing <span dir="ltr" style="left: calc(var(–scale-factor)*327.05px); top: calc(var(–scale-factor)*246.80px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.09695);" role="presentation">con <span dir="ltr" style="left: calc(var(–scale-factor)*349.20px); top: calc(var(–scale-factor)*246.80px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.11637);" role="presentation">acentos <span dir="ltr" style="left: calc(var(–scale-factor)*53.86px); top: calc(var(–scale-factor)*257.91px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.1338);" role="presentation">sociales y la introducción cada vez más amplia de las categorías de <span dir="ltr" style="left: calc(var(–scale-factor)*361.25px); top: calc(var(–scale-factor)*257.91px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.13506);" role="presentation">ética <span dir="ltr" style="left: calc(var(–scale-factor)*53.86px); top: calc(var(–scale-factor)*269.03px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.10956);" role="presentation">y responsabilidad social. El concepto de empresa socialmente responsable <span dir="ltr" style="left: calc(var(–scale-factor)*53.86px); top: calc(var(–scale-factor)*280.14px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.15238);" role="presentation">está cobrando especial importancia. <span dir="ltr" style="left: calc(var(–scale-factor)*222.85px); top: calc(var(–scale-factor)*280.14px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.13496);" role="presentation">Se concluye que <span dir="ltr" style="left: calc(var(–scale-factor)*301.74px); top: calc(var(–scale-factor)*280.14px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.18967);" role="presentation">la creación de un <span dir="ltr" style="left: calc(var(–scale-factor)*53.86px); top: calc(var(–scale-factor)*291.25px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.15597);" role="presentation">concepto de marketing <span dir="ltr" style="left: calc(var(–scale-factor)*163.87px); top: calc(var(–scale-factor)*291.25px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.08385);" role="presentation">ético <span dir="ltr" style="left: calc(var(–scale-factor)*189.66px); top: calc(var(–scale-factor)*291.25px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.19625);" role="presentation">aceptable para el campo del turismo y la <span dir="ltr" style="left: calc(var(–scale-factor)*53.86px); top: calc(var(–scale-factor)*302.37px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.09183);" role="presentation">hospitalidad requiere la modernización de la base metodológica. A<span dir="ltr" style="left: calc(var(–scale-factor)*343.41px); top: calc(var(–scale-factor)*302.37px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.13109);" role="presentation">l tratarse <span dir="ltr" style="left: calc(var(–scale-factor)*53.86px); top: calc(var(–scale-factor)*313.48px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.07626);" role="presentation">no de un consumidor abstracto de servicios, sino de una persona concreta, la <span dir="ltr" style="left: calc(var(–scale-factor)*53.86px); top: calc(var(–scale-factor)*324.60px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.11902);" role="presentation">hospitalidad no puede limitarse a principios generalmente reconocidos de <span dir="ltr" style="left: calc(var(–scale-factor)*53.86px); top: calc(var(–scale-factor)*335.71px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.10686);" role="presentation">la responsabilidad social; <span dir="ltr" style="left: calc(var(–scale-factor)*168.51px); top: calc(var(–scale-factor)*335.71px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.11301);" role="presentation">necesita <span dir="ltr" style="left: calc(var(–scale-factor)*207.07px); top: calc(var(–scale-factor)*335.71px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.13105);" role="presentation">tambien, <span dir="ltr" style="left: calc(var(–scale-factor)*249.03px); top: calc(var(–scale-factor)*335.71px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.09345);" role="presentation">la consolidación metodológica <span dir="ltr" style="left: calc(var(–scale-factor)*53.86px); top: calc(var(–scale-factor)*346.82px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.10778);" role="presentation">de los principios orientados hacia el ser humano, <span dir="ltr" style="left: calc(var(–scale-factor)*272.28px); top: calc(var(–scale-factor)*346.82px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.10125);" role="presentation">además de las ideas de la <span dir="ltr" style="left: calc(var(–scale-factor)*53.86px); top: calc(var(–scale-factor)*357.94px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.13506);" role="presentation">ética <span dir="ltr" style="left: calc(var(–scale-factor)*77.69px); top: calc(var(–scale-factor)*357.94px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.08621);" role="presentation">social por la experiencia de la <span dir="ltr" style="left: calc(var(–scale-factor)*209.54px); top: calc(var(–scale-factor)*357.94px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.13506);" role="presentation">ética <span dir="ltr" style="left: calc(var(–scale-factor)*233.37px); top: calc(var(–scale-factor)*357.94px); font-size: calc(var(–scale-factor)*10.00px); font-family: serif; transform: scaleX(1.10488);" role="presentation">del ethos.