engleski

The Impacts of Transmodernity: Sustainable Hospitality and Sustainable Certificates

Abstract Purpose: The aim of the paper is to research the importance of green certificates for modern hospitality competitiveness. Moreover, the purpose of the paper becomes clear, the intention being to raise awareness in tourism stakeholders in the destination and, especially in the hotel industry, about the importance of green standards and certificates and to summarise the effect on their competitiveness. The intention is to point to the need for organisation and running of the hospitality business of the future in line with the concept of sustainable tourism development, as well as to emphasise the importance of marketing evaluation through sustainability – green certificates. Methodology: The methodology includes meta research of hotel facilities and identification of hotels which implement green standards in Croatia. The qualitative research represents the legislative requirements of Croatian tourist practice for the special label eco- friendly and creative thinking techniques and proposes variables for implementation in the Croatian legislative framework. Findings: The research results point to the positions of Croatian hospitality, observed from the aspect of implemented sustainable standards in the system of business operations and service design, communicated through the market using digital promotional tools. In 2014, the selected innovative certificate “Sustainable hotel” certified 21 Croatian hotels and, during the period of four year, it was evident that not all the hotels adequately used, i.e. capitalised on, its marketing potential. Contribution: The paper contribution is manifested in the formation of new knowledge, generated by means of the research matrix and which recognises sustainability aspects, implemented in the digital promotion. This is also presented as a recommendation for amendment of the existing Ordinance on Classification, Categorisation and Special Standards for Catering Facilities from the Group Hotels, which would incorporate the said variables as an essential requirement for recategorization and categorisation of hotel accommodation facilities, or, as a special label, offer it for categorisation of special standard hotels.

Sustainable hospitality ; Eco labels and certificates ; resources management ; CSR in hospitality

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