ENVIRONMENTALLY RESPONSIBLE BEHAVIORAL INTENTION: A CONDITION FOR COMPETITIVENESS OF THE TOURIST ENTERPRISE EMPIRICAL STUDY IN BULGARIA
ENVIRONMENTALLY RESPONSIBLE BEHAVIORAL INTENTION: A CONDITION FOR COMPETITIVENESS OF THE TOURIST ENTERPRISE EMPIRICAL STUDY IN BULGARIA

Summary/Abstract: This paper aims to present the results from an empirical study and to assess the impact of external factors on the competitiveness of the tourism business - such as green and environmentally sustainable hotels, as well as to analyze ecologically responsible behavioral intent of tourists as a condition for the competitiveness of the tourist enterprise. The current research sheds light on some important issues such as the fact that socially-minded consumers look for deeper interactions with hotels as well as their willingness to pay more for the use of green hotels and green practices and the analysis of ecologically responsible behavioral intent of tourists as a condition for the competitiveness of the tourist enterprise. This investigation may enable operators to gain a better insight for determining strategies that could be adopted or developed to improve consumers’ positive attitude and interest towards green hotels and services.

• Details
• Contents