SOCIAL RESPONSIBILITY OF HOSPITALITY BUSINESS IN UKRAINE: A RETROSPECTIVE ANALYSIS

Abstract

The article is devoted to a scientific generalization of social responsibility areas of hospitality industry in order to highlight the strategic priorities of its further development in the process of European integration and post-war recovery. Research methods: retrospective analysis, theoretical generalization, classification, grouping. It was determined that the modern consumer actively broadcasts his demand for environmental friendliness, a healthy and conscious lifestyle, while not neglecting the requirement of high service quality. Without the process of institutionalizing social responsibility, it is quite difficult for businesses to respond to these requests. 4 stages of social responsibility development of hospitality industry were summarized, namely: pre-institutional stage (internal social responsibility directed mainly at employees; charity), stakeholder stage (taking into account the interests of both internal and external stakeholders at all stages of the product cycle), sustainable development stage (includes three directions: environmental friendliness, accessibility, quality assurance in compliance with the Sustainable Development Goals), the stage of activity in war conditions (includes three directions: volunteering, isolation and boycott of the russian federation, countering violence and harassment). Each of these four stages does not lose its relevance, because the service sector is diverse and connected with all other sectors of the national economy. It was determined that the main content of the social responsibility of hospitality industry in Ukraine is the provision of quality services in compliance with ecological and ethical aspects when interacting with both internal and external stakeholders. Understanding what was and is important for the Ukrainian service sector in the field of CSR provides an opportunity for harmonious integration into the European and international business space, the spread and observance of the principles of ethics, accessibility, and environmental friendliness in the post-war recovery of the country's economy.