engleski

Green Orientation in Tourism of Western Balkan Countries

Tourism is a big and complex system which incorporates a large number of public and private sectors that offer a wide range of products and services for different segments of tourists. Therefore, tourism development has become important for many organizations from different industries in the region. While tourism affords significant positive effects to tourism destination, it also adds large environmental footprint, to be more sustainable, the tourism industry needs to apply specific strategies to make it more environmentally friendly. Thus, sustainable tourism development becomes a paradigm shift to include a green orientation as a way to achieve these goals. This paper is focused on a green orientation in tourism in the Western Balkan countries. The purpose of this paper is to examine the importance of a green orientation in tourism as an important way to achieve sustainable tourism development. The major method of research was secondary data collection. Key sources of information included literature concerning sustainable tourism and the green economy, green strategies in tourism, as demonstrated in the work of UNWTO, UNEP and WTTC. Data gathered from these organization’s web pages were examined. The Western Balkan countries accepted and applied the idea of sustainable tourism development in practice but they remain insufficient in application when it comes to green orientation in tourism. All countries in this region should adopt more precise green strategies for future tourism development to provide long-term benefits for local population, environment and economy in tourism destination.

sustainable tourism development, green orientation, eco-labelling, Western Balkan countries

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