PR-діяльність підприємств готельно-ресторанного бізнесу на основі благодійності як вид соціально-економічної активності

Abstract

The article examines issues related to consideration of theoretical and practical aspects of application of PR activities as an instrument of socioeconomic activity, the article also allocates the novel tools for achieving socioeconomic goals of enterprises of hotel and restaurant business, in particular raising funds. The author emphasizes that corporate social responsibility has a wide range of benefits for business, including increased profitability, lower operating costs, increased staff loyalty, improved relations with communities, increased reputation and market value, as well as a positive image. The author believes that sponsorship and charity are part of the communication conception of the PR strategy of business. Each sponsorship action is formalized by a legal agreement, which clearly and specifically spells out the obligations of both parties – the sponsor and sponsored structures. The article analyzes РR measures of hotel and restaurant business establishments on the basis of charity. The military invasion of the russian federation on the territory of Ukraine has become a difficult test for the entire hotel and restaurant business: a list of the largest destroyed or damaged hotels together with the hotels opened during 2022 is provided. After February 24, 2022, some hotel and restaurant business establishments have taken on a volunteer mission and are actively engaged in various types of charity, which helps popularize the establishments. It is studied that in the sphere of hotel and restaurant business an urgent problem is the search for new types of interaction between communities to solve socially important issues, among which is the search for non-traditional sources of financing. To a large extent, the search and attraction of funds in the social sphere is facilitated by innovative technologies for financing social development, fundraising, crowdsourcing and crowdfunding platforms, which are manifestations of social communications.