engleski

Introducing Environmental Awareness and Standards in the Hotel Industry of Istria

Today’ s, and especially tomorrow’ s, reality in Croatia’ s hotel and tourism industry call for the introduction and implementation of environmental awareness in all professionals of these industries, the residents of tourist regions and destinations, as well as in the clients, that is, tourists and guests. The introduction of environmental standards and environmental norms regarding the consumption of biological, industrial and energy substances are imperative to Croatia’ s hotel industry and to Istria, its most advanced tourist region. This is required of Croatia not only by the reality of the twenty-first century but also by the model of sustainable development. Hence, appropriate measures need to be taken in this direction. The authors of this paper underline the importance of ecologically preserved nature as a marketing instrument in competing on the increasingly fierce tourist market. This is confirmed by a survey that shows preserved nature to be a significant travel motivation in choosing a destination, and by the ratings given to the quality of holidays spent in the region.

environmental awareness; tourism development; quality; marketing management; tourism

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