INNOVATIVE COMPONENTS OF CORPORATE SOCIAL RESPONSIBILITY OF TOURIST ENTERPRISES IN MODERN REALITIES

Abstract

The article reveals the relevance of the introduction and development of corporate social responsibility in Ukrainian tourism enterprises, due to the current socio-economic conditions. The practice of external and internal corporate social responsibility by 6 leading international tour operators is analyzed. The dependence of the level of awareness on the social responsibility of the tourism business on the size of companies and the number of employees is revealed. Corporate social responsibility increases the company's reputation among its target audiences, improves its image and level of trust in it. Tourism during the quarantine period suffered the most, in particular due to restrictive measures. Crisis phenomena in tourism caused by COVID-19 are considered. The main attention is paid to the issues of internal and external corporate social responsibility and their manifestations, principles and content of measures for their implementation. Internal corporate social responsibility is not only a basic responsibility, which is determined by law, but also, above all, an additional voluntary response of the company to social problems or issues that arise in its employees. External corporate social responsibility, aimed at improving the living conditions of people who have absolutely nothing to do with the company. External CSR is carried out in the form of charitable donations, sponsorship, etc. The company receives motivation in the form of additional advertising. The practice of internal and external corporate social responsibility on the example of Ukrainian tourist enterprises is analyzed. According to the level of awareness, corporate social responsibility can be conscious and unconscious activity of the enterprise. As a rule, in tourist enterprises CSR is part of the company's image and is always conscious, the company carries it out constantly or periodically. The main tendencies and problems of introduction of corporate social responsibility are determined based on the experience of foreign countries. The directions of implementation of CSR principles in Ukraine are analyzed.