Marketing socialmente responsável e competitividade no turismo

boas práticas

  • Beatriz Rosendo Instituto Politécnico do Cávado e do Ave (IPCA)
  • Bruno Sousa Instituto Politécnico do Cávado e do Ave (IPCA) & CiTUR
Palavras-chave: Social Responsibility, Sustainability, Accessibility, Inclusion, Disability, LGBTI, Animals, Environment


Companies in the tourism sector can extend their competitive advantage through social and environmental practices. Pet-friendly tourism, accessibility conditions, gender equality (fighting sexism) or community projects are some examples of socially responsible practices for social benefit. This manuscript aims to understand the importance of socially responsible marketing as a differentiating factor in the tourism industry (specifically, in the post-pandemic context). The study's contribution also results from the perspective of various agents involved in the tourism industry (e.g. hotels, museums, transports, restaurants), contributing to scientific advancement. The disclosure of accessibility conditions, pet-friendly concerns, and others in tourism supply encourages the demand for destinations. This preliminary study is a contribution to the development of knowledge in special interest tourism and new trends in tourism. The present research intends to develop a tool to help managers and stakeholders working in the tourism sector and who want to assume a socially responsible attitude towards society and visitors. The study presents insights for the orientation of societal well-being in specific contexts of tourism.