UDRŽITELNOST A ZODPOVĚDNOST – NEZBYTNOST SOUČASNÉHO I BUDOUCÍHO CESTOVNÍHO RUCHU
SUSTAINABILITY AND RESPONSIBILITY - A NECESSITY FOR CURRENT AND FUTURE TOURISM

Author(s): Iveta Hamarneh, Petr Jeřábek, Olga Soboleva
Subject(s): Business Economy / Management, Tourism, Business Ethics
Published by: Masarykova univerzita nakladatelství
Keywords: questionnaire survey; structured interviews; corporate social responsibility; sustainable business;
Summary/Abstract: Entities in tourism seek an economic, social, and environmental balance to satisfy investors, employees, and customers. However, the transformation toward sustainable tourism is accompanied by challenges. The submitted contribution aims to determine how companies in the field of tourism in the Czech Republic perceive content of the concept of sustainability and whether they implement or plan to include specific projects to support sustainability within their activities. The primary research was conducted in 2021-2022. Only half of the respondents correctly understand content of the concept of corporate social responsibility, and 63 % of respondents correctly understand the concept of sustainable business. The evaluation of the research hypotheses showed that understanding the content of the idea of sustainable business and awareness of the Green Deal for Europe is independent of the age of the respondents. The implementation of CSR activities is independent of the size of the company or the field in which the company operates. Specific sustainable activities implemented by companies in tourism include sorting waste, supporting local production, using gentle cleaning products, or implementing energy-saving technologies. The main obstacles to implementing sustainability strategies are financial and time demands, little information, and partial support from the state and the European Union.

• Details
• Contents