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Ekonomika preduzeća
2018, vol. 66, br. 7-8, str. 424-432
jezik rada: engleski
vrsta rada: izvorni naučni članak
objavljeno: 07/03/2019
doi: 10.5937/EKOPRE1808424C
Da li su zeleni hoteli pogodni za razvoj preduzetništva u turizmu?
aUniverzitet u Kragujevcu, Fakultet za hotelijerstvo i turizam, Vrnjačka Banja
bInstitut ekonomskih nauka, Beograd

Projekat

Održiva poljoprivreda i ruralni razvoj u funkciji ostvarivanja strateških ciljeva Republike Srbije u okviru dunavskog regiona (MPNTR - 46006)
Organizacione i informacione podrške sistemu upravljanja kvalitetom kao ključnim faktorom povećanja konkurentnosti naših preduzeća i njihiovog bržeg izlaska na svetsko i EU tržište (MPNTR - 179001)

Sažetak

Životna sredina izložena je negativnom uticaju poslovanja koji se ogleda u velikoj eksploataciji prirodnih resursa i zagađenju prirode. Pitanje zaštite životne sredine je veoma značajno za turističke destinacije koje su izložene negativnim efektima poslovanja brojnih preduzeća u njihovom okruženju. S tim u vezi, zeleni hoteli dobijaju sve više na značaju jer svoje poslovanje baziraju na smanjenju potrošnje prirodnih resursa i smanjenju zagađenja. Cilj ovog rada je da istraži percepciju potrošača u vezi sa zelenim hotelima, njihovu nameru ih ponovo posete, kao i da ih preporuče prijateljima, poznanicima ili posredstvom društvenih mreža. Osim toga, doprinos ovog istraživanja je u definisanju mogućnosti za razvoj preduzetništva u oblasti zelenog hotelijerstva. Rezultati istraživanja omogućavaju preduzetnicima da uvide prednosti primene ekoloških principa u poslovanju i kako ih potrošači vrednuju. Za potrebe ovog rada sprovedeno je empirijsko istraživanja na bazi upitnika koji je sadržao 5 varijabli i 21 konstataciju. Rezultati pokazuju da implementacija zelene prakse u hotelijerstvu ima pozitivan uticaj na satisfakciju potrošača, nameru da posete ove hotele, kao i da ih preporuče prijateljima, poznanicima i posredstvom društvenih mreža.

Ključne reči

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