Marketing social corporativo en el sector hostelero: una revisión sistemática

Objectives: To draw up conclusions on the reported incidence of different aspects of Corporate Social Marketing on the hospitality industry. Method: Research based on a qualitative systematic review of previous research. Results: The peculiarities of the hospitality industry have been widely researched in terms of Corporate Social Responsibility; but its potential use as a competitive advantage and the possible types of action structured by various authors in the form of Corporate Social Marketing are newer and less well developed. The main findings show that the focus is largely on the area of socially responsible business practices and, for those related to environmental issues, there is already a wide range of potential activities to be carried out. Conclusions: Companies in the hospitality industry have the challenge and opportunity to use their CSR activities as a competitive advantage. It will undoubtedly be necessary to explore this through conducting empirical research into the use and results of Corporate Social Marketing policies within the hospitality industry in the future.