Are green hotels suitable for the development of entrepreneurship in tourism?

Abstract

The environment is exposed to the negative impact of business activities, which is reflected in extensive exploitation of natural resources and pollution of nature. The issue of environmental protection is very important for tourist destinations that are exposed to negative effects of business operations of numerous companies in their surroundings. In this regard, green hotels are becoming increasingly important because their business is based on reduced consumption of natural resources and pollution reduction. The aim of this paper is to explore consumers’ perceptions of green hotels, their intention to visit them again and to recommend them to friends and acquaintances or through social networks. In addition, this research contributes to defining opportunities for the development of entrepreneurship in the field of green hotel industry. Survey results enable entrepreneurs to understand the benefits of applying environmental principles in business and the manner in which these principles are valued by consumers. For the purpose of this paper, empirical research was conducted on the basis of a questionnaire consisting of 5 variables and 21 statements. The results show that the implementation of green practice in hotel industry has a positive impact on the satisfaction of consumers, their intention to visit these hotels and to recommend them to friends and acquaintances and through social networks.