Reputational impact of implementing the principles of inclusive development in the activities of tourism enterprises

Abstract

The purpose of the article is to substantiate the reputational impact of implementing the principles of inclusive development in the activities of tourism enterprises and to identify the possibilities of using inclusive practices as a managerial tool for enhancing reputational resilience in the context of growing social expectations. The relevance of the study is determined by the increasing role of intangible factors in the competitiveness of tourism enterprises, changes in consumer values, and the need for businesses to respond to the needs of socially vulnerable population groups. The methodological framework of the study is based on a combination of a conceptual and analytical approach with empirical research. General scientific methods of analysis, synthesis, comparison, and systematization were applied. The empirical component is grounded in the results of an online survey of 102 consumers of tourism services conducted in Ukraine in September–November 2025. The survey aimed to identify consumers’ attitudes toward inclusivity in tourism enterprises, assess its importance as a criterion for choice, and determine the perceived reputational effects of inclusive practices. Results. The findings indicate that inclusivity and accessibility are perceived by a significant share of respondents as important factors influencing trust, willingness to choose tourism services, and readiness to recommend tourism enterprises. The study substantiates the cross-functional nature of inclusive development within the management system of tourism enterprises and systematizes key groups of inclusive practices according to their potential influence on business reputation. It is demonstrated that the positive reputational effect of inclusive development depends on the consistency and comprehensiveness of its implementation, whereas a formal or fragmented approach may generate reputational risks and limit expected benefits. Conclusions. From the perspective of key stakeholder groups, the reputational impact of inclusive development is multidirectional. For consumers, it manifests in increased trust and loyalty; for employees, in the strengthening of the employer’s internal reputation; for partners, in higher levels of institutional trust; and for local communities, in the perception of tourism enterprises as socially significant actors. Based on the results obtained, practical managerial recommendations are formulated regarding the integration of inclusive development into the reputation management system of tourism enterprises, aimed at ensuring long-term reputational sustainability.