VJEDOSTOJNOST EKO CERTIFIKATA U HOTELIJERSTVU: UVID U PROGRAM „DALMATIA GREEN“ UDRUGE SUNCE : diplomski rad

Globalni trendovi su omogućili da se turizam prebaci na održivost. Turistička ponuda uvelike ovisi o prirodnim resursima. Stoga je njihova očuvanost glavna zadaća svih koji se bave turizmom. Eko certifikati te zeleno poslovanje predstavljaju alate kako zaštiti okoliš. Potiču ekološki odgovorno ponašanje kroz svoje kriterije i zelene aktivnosti. Hoteli prihvaćaju eko certifikati u svoje poslovanje kako povećali konkurentnost na turističkom tržišti. Iako eko certifikati predstvaljaju pozitivnu promjenu na tržištu, brzim širenjem i ne kotroliranjem stvorio se problem gdje se ne može raspoznati vjerodostojnost eko certifikata odnosno poštuje li nositelj certifikata sve mjere i norma. ISO 14000 je prvi korak prema zajedničkoj standardizaciji prema koji će se voditi svi eko certifikati. Hoteli koji posjeduju certifikat samo zbog profitabilnost, izgubiti će kredibilitete kao ekološki osviješteni i svoje mjesto na već konkurentnom turističkom tržištu jer taj isti certifikat neće predstavljati garanciju da brinu o zaštiti okoliša. U empirijskom istraživanju, proučen je primjer eko certifikata Dalmatia Green udruge Sunce. Uočeni su slični kriteriji kao međunarodna standardizacija ISO 14000. No, u istraživanju gdje je anketni upitnik poslan korisnicima certifikata Dalmatia Green, uočena je promjena stava kod ispitanika. Smatraju da im certifikat nude određenu korist, no sa certifikat ili bez njega nisu uočili promjenu u poslovanje te su nastavili provodi ekološke standarde i održivo poslovanje.Global trends have enabled tourism to shift to sustainability. The tourism offer is largely dependent on natural resources. Therefore, their preservation is the main task of everyone involved in tourism. Eco certificates and green business are tools to protect the environment. They encourage environmentally responsible behavior through their criteria and green activities. Hotels accept eco certificates in their business in order to increase competitiveness in the tourist market. Although eco-certificates represent a positive change on the market, rapid expansion and lack of control created a problem where the credibility of eco-certificates cannot be recognized, i.e. whether the holder of the certificate complies with all measures and norms. ISO 14000 is the first step towards common standardization, according to which all eco-certificates will be guided. Hotels that have a certificate only because of profitability will lose their credibility as environmentally conscious and their place in the already competitive tourist market, because that same certificate will not represent a guarantee that they take care of environmental protection. In the empirical research, an example of the Dalmatia Green eco certificate of the association Sunce was studied. Similar criteria have been observed as the international standardization ISO 14000. However, in the research where the survey was sent to users of the Dalmatia Green certificate, a change in the attitude of the respondents was observed. They believe that the certificate offers them a certain benefit, but with or without the certificate, they did not notice a change in their business and continued to implement ecological standards and sustainable business