Pro-environmental factors affecting the attractiveness of tourism products: a case study of the hotel industry

This article examines the pro-environmental factors influencing the attractiveness of tourism products within the hotel industry. In the context of increasing environmental awareness among consumers, eco-friendly practices can play a significant role in shaping purchasing decisions and perceptions of service value in tourism. A review of the literature and case studies demonstrates that implementing ecological practices in the hotel sector positively impacts perceived service value, customer loyalty, and brand reputation. The article also highlights various challenges, including initial costs, the need for staff education, and regulatory compliance. Ultimately, it underscores the necessity for further research on the effectiveness of pro-environmental measures in tourism, focusing on their influence on customer loyalty, brand reputation, and long-term sustainability.