engleski

The Importance of Tourism Green Orientation for the Customer Loyalty

Tourism is a big and complex system which incorporates large number of subjects (private and public) that offer a wide range of products and services for different segments of tourists. Besides organizations directly included in the tourism industry (hotels, restaurants, tourist agencies, etc.) tourism development is very important for many organizations from different industries in the region. In such a way tourism brings lot of positive effects to tourism destination, but at the same time, it makes large environmental footprint. Therefore, to be more sustainable, tourism industry needs to find and to apply actions which make it more environmentally friendly. Thus, sustainable tourism development becomes a paradigm with green orientation as a way to achieve that. This paper is focused on green orientation in tourism and its relationship with trade in this process. The purpose of this paper is to explain the importance of green orientation in tourism for tourist`s loyalty and to investigate how this trend of going green affects other industries, particularly trade industry. The paper begins with the theoretical background with the explanation of the concept of green orientation and its relationship with sustainable tourism development. Section that follows gives an insight into tourist loyalty based on green orientation. Finally, the paper discusses the theoretical and managerial implications.

sustainable tourism development, green orientation, green hotels, tourist’s loyalty, trade

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