SOCIAL RESPONSIBILITY OF THE HOTEL AND RESTAURANT BUSINESS IN THE CONTEXT OF RECREATIONAL INFRASTRUCTURE DEVELOPMENT UNDER CRISIS CONDITIONS
Abstract
The article examines the modern development trends of the hotel and restaurant business as an integral part of the recreational infrastructure within the concept of sustainable development. The study substantiates the growing role of social and environmental responsibility in the hospitality industry, emphasizing its strategic importance for ensuring the competitiveness and resilience of enterprises under crisis conditions such as the COVID-19 pandemic and the full-scale war in Ukraine. Theoretical approaches to the understanding of corporate social responsibility (CSR) are analyzed, and the main directions of its practical implementation in hospitality are identified, including fair labor conditions, community engagement, environmental protection, and ethical governance. Special attention is paid to the introduction of environmental management systems and the international Green Key certification, which confirm the compliance of Ukrainian hotels with global sustainability standards and best ecological practices. The research highlights examples of domestic hotels that apply eco-innovations, energy-saving technologies, and waste reduction measures, thereby promoting environmental awareness and responsible consumption among both staff and guests. It is shown that during wartime, the social dimension of responsibility has acquired new meanings, transforming hotel infrastructure into a humanitarian and social support mechanism for internally displaced persons and the Armed Forces of Ukraine. The findings prove that integrating social and environmental initiatives into business strategies not only improves service quality and strengthens customer trust but also contributes to the socio-economic stability of regions and preservation of natural resources for future generations. Moreover, the adoption of green practices and corporate ethics helps foster long-term partnerships with international stakeholders, opening new opportunities for investment, innovation, and professional development. Socially responsible management in the hospitality sector is thus defined as a key driver of sustainable recreational development and a foundation for restoring Ukraine’s tourism potential in the post-war period and promoting it on the global stage as a modern, resilient destination.
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