Propuesta de aplicación del modelo de marketing holístico a la gestión de la responsabilidad social en el sector hotelero

Abstract

The growing consumer concern about the actions of companies on environmental and social development has been reflected in the implementation of many business practices, a fact that has been evident in the hotel sector. The analysis of the performance of hotel companies has shown how some of them act in an intuitive and unsystematic fashion when implementing social and environmental measures. The marketing approach has been overtaken by the growing influence of the various stakeholders; hence the Holistic Marketing focus has been imposed. The purpose of our work is to study the Holistic Marketing approach in the hospitality industry and its adaptation to the social responsibility management, taking into account the social and environmental benefits that such an alignment would lead the hotels to. To do this, we will build up on the basic concept of Holistic Marketing, by defining each of its variables according to hotel operations, and the benefits that may arise from activities in each area, this contribution being purely theoretical and empirical check pending for future work.