engleski

INTERDEPENDENCE OF STAKEHOLDERS IN A TOURIST DESTINATION ACCORDING TO "ZERO" ENVIRONMENTAL IMPACT

The sharp increase in tourism in the Republic of Croatia has resulted in the emergence of mass tourism that has negative effects on the natural, social and cultural environment. As a reaction to mass tourism, there was a need to apply the principles of sustainable tourism. Today, due to the rising economic standard of citizens of developed countries, the trend of traveling throughout the year is growing, and the travel period in the pre- and post-season is becoming increasingly popular. Tourists are increasingly environmentally aware, and seek authentic experiences, contact and connection with the local community, and appreciate the ecological preservation and cleanliness of the environment, and the delivery of integrated tourism products involved a larger number of stakeholders to achieve consistency of green marketing goals. The main goal of the paper is to point out the need to apply a systematic approach to stakeholder involvement in achieving sustainability of the tourist destination.

green marketing ; tourism ; sustainable development ; stakeholders ; stakeholder interconnection

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