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Through a metrodology close to social philosophy, the purpose of the article was to outline the perspectives for the construction of innovative marketing strategies for the field of tourism on the basis of social ethics and social policy. Business theory and methodology show a tendency to change conceptual approaches - from pragmatic to ethical - and business discourse attests to the activation of innovative business models of management, ethically marked, under the tendency to fill marketing strategies with social accents and the ever wider introduction of the categories of ethics and social responsibility. The concept of socially responsible business is gaining particular importance. It is concluded that the creation of an acceptable ethical marketing concept for the field of tourism and hospitality requires the modernization of the methodological basis. Dealing not with an abstract consumer of services, but with a concrete person, hospitality cannot be limited to generally recognized principles of social responsibility; it needs also, methodological consolidation of human-oriented principles, in addition to the ideas of social ethics by the experience of ethos ethics.

This study is due to the existing contradiction between the current socio-economic, institutional, and other transformations that are taking place in Ukraine, and on the state of state policy implementation mechanisms in the tourism sector. Solving these problematic issues requires new approaches to the strategy formation in this area. The research is based on conceptual, methodical, project, institutional and historical-legal approaches, as well as a set of methods that ensure their implementation, in particular: logical generalization, factor analysis, synthesis and abstraction. In order to actively involve the existing tourism resources in the state and ensure the effective functioning of its tourism sector, it is necessary to develop a scientifically based system of programmatic and strategic measures based on common methodological principles and cover the main directions of state policy in the tourism development. In Ukraine, these areas are defined in the Tourism and Resorts Development Strategy for the period up to 2026. This strategy does not take into account the new intensions in ensuring the tourism sector development due to a number of factors, actualized recently and related to the emergence and spread of viral and other diseases and the like.

The purpose of the work is to analyze the transformation and efficiency of the organizational and legal mechanism of Ukraine's state policy in the field of tourism and hospitality. Methods of grouping, modeling, and forecasting, methods of theorization and historical formalization, as well as methods of analysis, comparison, sampling, and description of the system were used to substantiate scientific principles and approaches for the development of organizational and legal mechanisms of Ukrainian state policy in the field of tourism and hospitality. In addition, the study identifies the conceptual foundations of the organizational and legal mechanism of Ukraine's state policy in the field of tourism and hospitality, which corroborates the importance of updating national legislation, its unification with international, including European, improving the Tourism and Resorts Strategy of Ukraine. As contributions of the research andoutline the objectives and prioritymeasures of the state policy in the field of tourism and hospitality, the strategic tasks of the state policy in this area are formulated, namely: to ensure progress towards the formation of a unique tourist space with other countries of the Commonwealth of Independent States (CIS).

Purpose. Considers the possibility of establishing the Hospitality Philosophy as an independent field of philosophical knowledge. Theoretical basis. Theoretical basis for this issue is the numerous philosophical researches on the topic of hospitality (anthropological, phenomenological, ethical, social-philosophical etc.) and the analysis of its essence and paradigmatic antinomy in the historicalphilosophical way. Scientific novelty. The article attempts to revitalise the notion of philotechnics (φιλοτεχνία) as 'the art of taking care of the guest's welfare' as a possible basic concept of contemporary philosophy of hospitality, which is able to reflect its nature most concisely, including its utilitarian and extra-utilitarian functions – not only a high service level, but also a "humane" attitude towards the guest. Findings. It has been summarized that modern hospitality as a specific human activity needs its own philosophy, which would comprehensively analyze the concept, study the facets and forms of its manifestations, define the worldview paradigm, form a methodology and be able to lead to an understanding of the goals of hospitality, to orient modern hospitality models to achieve certain and clear quality indicators while respecting historically verified value constants.