Tourism Business and Social Responsibility

The research paper presents the results of the study analyzing the social responsibility strategy of a tourist enterprise, based on taking into account the needs and expectations of various stakeholders in order to increase their own competitiveness by minimizing possible conflicts of interest and risks. The relevance of the formation of the concept of social responsibility in the enterprises of the tourist business is due to the need to be guided not only by the standards of financial indicators, but also by public interests, the requirements of sustainable development, adherence to business ethics, etc. with a significant social orientation, as it aims to meet the needs of people and improve the quality of life of the population. The purpose of the article is to analyze and evaluate the tourist market of Ukraine, as well as to develop strategic approaches to improve the functioning of the market, taking into account social responsibility, which aims to improve the quality of the external environment for a company or organization. Tourism enterprises are at the initial stage of development and implementation of social responsibility, which is due to the ambiguous interpretation of its essence and ambiguity of perception by the management of tourism enterprises. From this point of view, the definition of “social responsibility”, which is used by enterprises in the USA and Europe, has been investigated. It has been established that social responsibility in the United States is associated with employee volunteering programs and charity. In Europe, social responsibility is interpreted as a concept of taking social and environmental aspects into account in business activities on the principles of voluntariness and interaction between various stakeholders. The main directions of social programs in the tourism business are: fair business practice; encouragement and motivation of staff; socially responsible restructuring; environmental protection and resource conservation; socially responsible investment in the areas of implementation of the social policy of companies operating in compliance with economic and ethical standards; enhancing the effectiveness of local government as a catalyst to contribute to the development of the local community.