Pro-Environmental Orientation of Tourism Enterprises as a Basis for Digital Tourism Passportization: Evidence from the Visegrad Countries

This study examines pro-environmental orientation (PEO) among tourism enterprises in the Visegrad countries and its potential methodological relevance to digital tourism passportization, defined as a structured inventory of tourism entities and attributes. A cross-sectional survey covered 894 enterprises in Slovakia, Poland, the Czech Republic, and Hungary, of which 892 records yielded valid PEOI scores, with a mean of 63.18 (SD = 14.51). The Pro-Environmental Orientation Index (PEOI) comprised six environmental-practice domains measured by 24 items. A pooled six-factor confirmatory factor analysis (CFA) using complete-item records showed acceptable fit under a continuous-indicator maximum-likelihood specification. Domain-level Cronbach’s alpha ranged from 0.806 to 0.835. Welch’s ANOVA indicated differences in observed PEOI between countries. Certified enterprises had higher observed scores than non-certified enterprises (73.87 versus 61.64; Welch’s t = 8.89, p < 0.001). Regression analyses indicated positive associations with certification, financial-incentive access and digital resource monitoring. Enterprise size was not a significant independent predictor in the final model. These findings identify candidate sustainability attributes for future digital tourism inventories.