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Integrating Public Health Safety Into Socially Responsible Business Practices of Small and Medium Enterprises in the Cruise Tourism Sector

Integrating Public Health Safety Into Socially Responsible Business Practices of Small and Medium Enterprises in the Cruise Tourism Sector
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Author(s): Olha Prokopenko (Estonian Entrepreneurship University of Applied Sciences, Estonia), Mariia Troian (Sumy State Pedagogical University Named After A.S. Makarenko, Ukraine), Olena Khanova (V.N. Karazin Kharkiv National University, Ukraine), Tetiana Mykhailenko (Taras Shevchenko National University of Kyiv, Ukraine)and Nataliia Matviienko (Taras Shevchenko National University of Kyiv, Ukraine)
Copyright: 2026
Pages: 28
Source title: Reshaping Socially Responsible Business Practices in Small and Medium Enterprises
Source Author(s)/Editor(s): Mariana Petrova (St. Cyril and St. Methodius University of Veliko Tarnovo, Bulgaria)
DOI: 10.4018/979-8-3373-3805-7.ch013

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Abstract

Ensuring the safety of cruise tourists in response to contamination issues is not a comprehensive solution to the spread of the COVID-19 pandemic. This article explores the essence, tools, and prospects for enhancing public health safety in international maritime passenger transport to achieve sustainable tourism goals. It analyzes existing approaches to sustainable tourism, emphasizing the need for flexibility and adaptability. A questionnaire-based survey was conducted to obtain independent, non-professional assessments of biological security on cruise ships. The findings reveal increased awareness of social responsibility, a shift in attitudes toward public health safety related mainly to COVID-19, and the persistence of low biological precautions. The study proposes recognizing public health safety as the 13th goal of sustainable tourism and identifies four promising directions for its development, along with corresponding tools.

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