Analiza marketinga zelenih hotela u Hrvatskoj i svijetu

Zeleni hoteli predstavljaju budućnost hotelijerstva. Turizam je bitna gospodarska grana iz koje se ističe hotelijerstvo kao njen sastavni dio. Budućnost hotelijerstva predstavljaju eko hotel koji sve više zauzimaju prostor u svjetskoj turističkoj ponudi. Poslovanje eko hotela definirano je mnogobrojnim propisima i standardima koji ih nadgledaju te karakteriziraju. Od današnjih turista očekuje se ekološki odgovorno ponašanje. Kako bi im se pomoglo u tome, istu ulogu moraju imati i ponuđači turističkih proizvoda i usluga. U ovom radu pojašnjeni su pojmovi i razvoj hotelijerstva, eko hotela, održivog razvoja i zelenog marketinga. Također, na po tri primjera iz svijeta i iz Republike Hrvatske, izneseni su primjeri zelenih hotela te su isti uspoređivani.Green hotels represent the future of hotel industry. Tourism is an important economic branch from which the hotel industry stands out as an integral part of it. The future of the hotel industry is represented by eco-hotels, which are increasingly taking up space in the world's tourist offer. The operation of eco hotels is defined by numerous regulations and standards that supervise and characterize them. Environmentally responsible behavior is expected from today's tourists. In order to help them in this, providers of tourist products and services must play the same role. In this paper, the concepts and development of hotel industry, eco hotel, sustainable development and green marketing are explained. Also, on three examples each from the world and from the Republic of Croatia, examples of the operation of green hotels were presented and compared