ECOLOGICAL CERTIFICATION IN TOURISM SECTOR IN MONTENEGRO – ADVANTAGES AND CHALLENGES

Abstract

The aim of this paper is to analyze concept of ecological certification, its advantages and challenges in the context of Montenegrin tourism accommodation sector. Based on EU Eco Label and Travelife certification schemes we tested advantages of greening tourist offer and contribution to the climate change combat in the country. Sample of 40 accommodation facilities are taken into consideration, and being offered series of presentations, direct interviews and incentives. Our results show that 10 out of 40 accommodation facilities are awarded with certificate, while 15 more facilities are in the process of gaining it in 2018. The main challenges we evidenced are as follows: limited human and financial resources to implement certification requirements; low level of understanding of marketing advantages that green certification brings; absence of national and local incentives to support certification implementation and destination safety and security aspects becoming main interest of tourism entrepreneurs.