Pro-Environmental Orientation of Tourism Enterprises as a Factor of Sustainable Competitiveness

Tourism enterprises are increasingly pressured to align competitiveness with sustainability, yet limited evidence exists from Central and Eastern Europe. This study investigates the role of eco-friendly orientation as a determinant of customer satisfaction and perceived competitiveness in the Visegrad Four (Slovakia, Czech Republic, Poland, and Hungary). Empirical research was conducted on a sample of 478 enterprises, including hotels, guesthouses, spas, agritourist facilities, and travel agencies. Data were collected between January and June 2025 using a standardized questionnaire and analyzed through descriptive statistics, factor analysis, Pearson correlation, multiple regression, and ANOVA. The findings demonstrate that enterprises adopting more extensive environmental practices report significantly higher customer satisfaction (r = 0.43, p < 0.01) and perceived competitiveness (r = 0.38, p < 0.01). Factor analysis identified three key dimensions of environmental orientation: ecological operations, ecological innovations, and ecological marketing. Regression analysis highlighted ecological marketing, particularly the adoption of certifications and eco-labels, as the strongest predictor of competitiveness. ANOVA revealed significant cross-country differences, with Slovak and Czech enterprises outperforming Polish and Hungarian counterparts. The results suggest that ecological initiatives are essential for long-term competitiveness, providing both strategic guidance for managers and policy implications for fostering supportive regulatory and financial frameworks across the region. This study makes a novel contribution by offering one of the first large-scale empirical analyses of the link between sustainability and competitiveness in Central and Eastern Europe, a region where such research is still scarce. Theoretically, it extends the application of Ecological Modernization Theory to the tourism sector, while practically it provides actionable recommendations for managers and policymakers on integrating eco-certification and ecological marketing into their strategies. These insights underline the dual role of environmental orientation as a driver of both customer satisfaction and competitive advantage.