Corporate social responsibility in the hospitality of Me？imurje as a tourism destination of continental Croatia

Sa？etak The subject of this paper is the readiness to accept corporate social responsibility in the area of Me？imurje as a tourist destination. Corporate social responsibility implies its environmental impact. The subject of this paper is to find out which hotels have the practice of socially responsible or green business and how to introduce this practice to other existing hotels. The aim of the research is to explore the way in which green business practices in the hotel industry are introduced, which are the criteria for obtaining green business certificates, and the specific impact of this type of business on environmental conservation. In addition to the criteria for green business, the aim is to investigate whether the existing hotels have the affinity to accept this mode of business and how much the hotel guests find it important to stay in a hotel that practices green business. The methods used in this paper are historical, descriptive methods, analyzes, synthesis, and empirical research through qualitative and quantitative methods. Research instruments were in-depth interviews with hotel managers in Me？imurje and a questionnaire distributed to potential hotel visitors in Croatia (a random sample of domestic tourists). The survey questionnaire examined the needs of guests from the aspect of the green business of the hotel they are staying in. The contribution of this paper is reflected in the promotion of the need to introduce sustainable business in hotels in Me？imurje, which can contribute to the recognition of Me？imurje as a tourist destination, as well as to increase attractiveness within the continental tourism of the Republic of Croatia