Marketing social corporativo en el sector hostelero: una revisión sistemática
Resumen
Objetivos: Determinar la incidencia de las diferentes vertientes del marketing social corporativo en el sector hostelero. Métodos: Investigación realizada con una metodología cualitativa de revisión sistemática de las investigaciones previas. Resultados: Las peculiaridades del sector hostelero han sido ampliamente investigadas en términos de responsabilidad social empresarial; pero su potencial utilización como ventaja competitiva y las tipologías posibles de actuación estructuradas por varios autores en forma de marketing social corporativo son más recientes y desarrolladas en menor grado. Los principales resultados muestran que las actividades se centran en gran parte en el área de las prácticas empresariales socialmente responsables y en aquellas vinculadas a aspectos medioambientales, con un amplio espectro de actividades adicionales a realizar. Conclusiones: Las empresas del sector hostelero tienen la oportunidad y el desafío de utilizar sus actividades de responsabilidad social empresarial como una ventaja competitiva. Por esta razón, sin duda será necesario profundizar mediante investigaciones empíricas en el uso y los resultados de las políticas de marketing social corporativo en el sector hostelero en el futuro.
Citas
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