Ecolabels as a Tool of Sustainable Development in Tourist Destinations

The research aimed to explore whether ecolabels could be used as innovation tools to achieve sustainable tourism development (STD) at the level of a tourist destination. The paper used results obtained by a questionnaire survey among destination management organizations (DMOs) in cities and municipalities to investigate how much ecolabels are used at the level of tourist destinations in a case study of the Republic of Croatia (in 2017 and 2021). DMOs were chosen as the subject of research due to their crucial role in the development of tourist destinations. The findings from the linear research indicate that DMOs in Croatia still do not recognize the importance and role of implementation of tourist ecolabels as an innovation tool in achieving sustainable tourism development at the destination level. The paper provides new theoretical insights into the application of ecolabels at the level of cities and municipalities as tourist destinations. Thus, it could induce future research by scholars in this field because an analysis of academic literature indicates that there is a lack of such research. Moreover, the results given by this research could provide a basis for DMOs to start to think in a different way about the application of ecolabels at the level of a tourist destination