Corporate Social Marketing and the Labor Inclusion of People with Disabilities. A Case Study of Ilunion Hotels.

Abstract

People with disabilities are suffering a persistent and generalized problem of inequality and labor exclusion, not only in developing economies, but also in developed ones, such as Spain. Labor discrimination has pointed to be one of the main reasons of this negative situation, especially in tourism sector. Therefore, to face this issue, Social Marketing has been proposed as a powerful tool, promoting the achievement of the United Nations Sustainable Development Goals (SDGs) as well. Thus, the objective of this case is to study the Corporate Social Marketing campaign “Hotels with all inclusive,” carried out by the Spanish social company Ilunion Hotels (leader in the social inclusion of people with disabilities in the hotel industry in Spain). The aim of this campaign is the reduction of the inequalities of this collective, fighting the social stigma that they use to suffer in the labor market. Therefore, the study of this Corporate Social Marketing case would help to understand how a sustainable recovery to the pandemic crisis could be possible, also trying to achieve the SDGs (especially Goal 10—to reduce inequalities; and Goal 8—to promote sustained, inclusive, and sustainable economic growth, full and productive employment, and decent work for all).