Promoting environmental responsibility strategy and innovation in the hospitality industry: A green tourism approach

The hospitality industry plays an important role in global sustainability efforts, and Albania, with its rich natural resources, is ready to take advantage of the growing demand for eco-friendly tourism experiences. As global awareness of environmental issues continues to grow, the hospitality industry faces increasing pressure to adopt sustainable practices. This study aims to explore new approaches to tourist behavior and the development of eco-hotels, contributing to the country’s potential as a leading destination in green tourism. Moreover, it focuses on the promotion of environmental responsibility and innovation within Albania’s hospitality sector, focusing on eco-tourism and the development of the eco-hotel model. Additionally, this study aims to identify opportunities for sustainable growth, positioning Albania as a competitive destination in the emerging green tourism field. The findings show the tourists’ perceptions of eco-tourism and eco hotels. Recommendations for stakeholders, policymakers, and businesses are provided, aiming to influence the country’s transformation into a competitive green tourism destination. By combining insights from tourists with global green tourism trends, this study contributes to Albania’s effort towards a more sustainable and competitive future in the hospitality sector. This study not only advances academic understanding but also provides practical guidance for the implementation of sustainable practices in hospitality. Additionally, it offers a model for integrating environmental responsibility and innovation in tourism, which can be adapted by other countries seeking sustainable development.