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University of Dubrovnik , Dubrovnik , Croatia
The issue of environmental protection is becoming an integral part of living an environmentally conscious citizens, who expect to travel product meets the standards of "extra" quality that relates to compliance with environmental standards. Implementation of the strategy of sustainable development in the business practice demand harmony with the law and continuous improvement of the enviromnmental performances. The aim of the paper is to define the Role and Importance of Tour Operators and Hotels, as the most important destination stakeholders in the tourists destination sustainable supply chain. For the purpose of this paper the secondary and primary data have been used. According to the results of the research it is visible that the implementation of the sustainable business practice brings significant benefits to the hotels and tour operators, such as a better image, positive impact on the environment and impoving competitive advantage on the market. The damage caused by the tour operators who do not care about socially responsible behavior is primarily reflected in the destruction of natural beauty and to a lower level of residents’ quality of life. Tour operators who create travel arrangements, travel agencies and all the other stakeholders are responsible for raising the level of tourists’ environmental awareness. The implementation of the sustainable principles is not important only for realizing business cooperation between hotels and mass tour operators, but also with tour operators specialist.
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