DEVELOPING ENVIRONMENTAL MANAGEMENT STRATEGIES IN AGROTOURISM: AN EMPIRICAL EVICENCE IN SPANISH ESTABLISHMENTS

Increasing environmental consciousness is resulting more and more in a dramatic change in the way that products are perceived by customers and other stakeholders. Either business or administrations and nonprofits have to face threats at the same time that they try to take advantage of new market circumstances. Most analyses in the field focus on goods and manufacturing industries –assuming that services have a minor impact on environment–. However, the services sector includes a real variety of activities and some of them could perform not so eco or nature friendly, even when they are clearly linked to natural resources, as agrotourism. Research was conducted on environmental management strategies in agrotourism establishments located in the Spanish region of Castilla y León and perception on their barriers and benefits