A SYSTEMATIC LITERATURE REVIEW OF COMMUNICATION STRATEGIES IN HOSPITALITY: TECHNOLOGY, CSR, AND CRISIS MANAGEMENT

The hospitality and tourism industries are increasingly influenced by technological advancements, Corporate Social Responsibility (CSR), and the necessity of cross-cultural communication. Effective communication strategies are essential for improving customer satisfaction, employee engagement, and organizational resilience in this evolving landscape. This study explores how the integration of Information and Communication Technologies (ICT), CSR, and cross-cultural communication shapes communication strategies in hospitality and tourism. A systematic literature review (SLR) following the PRISMA guidelines was conducted, analyzing 51 peer-reviewed studies published between 2015 and 2025. The review focuses on key themes such as the role of digital communication tools, CSR practices, and the impact of cultural factors on communication strategies. The findings reveal that ICT, including AI-powered tools and mobile applications, significantly enhances operational efficiency and customer engagement. However, these technologies must be integrated with human communication to maintain a personalized and emotionally engaging service experience. CSR communication plays a critical role in fostering customer loyalty, especially when aligned with sustainability and ethical practices. Cross-cultural communication remains vital for ensuring that hospitality services meet the diverse needs of global customers. The findings suggest that future research should explore how digital communication can be culturally adaptive and effective during global disruptions. Implications for hospitality businesses include the need to balance technological integration with human interaction, invest in CSR initiatives, and incorporate cultural intelligence into training programs. These strategies will help businesses create more effective, adaptable communication models that respond to the evolving expectations of consumers in a digital and multicultural world.