Eco-Labels as a Marketing Tool in Accommodation Services - Comparison of the Situation in Germany and the Czech Republic
Journal Title: Journal of Tourism and Services - Year 2011, Vol 2, Issue 3
Abstract
The paper is focused on introducing and analyzing of selected eco-labels in accommodation services in the Czech Republic and Germany. Labeling products and services is important not only for improving the quality, reaching competitive advantage and appealing the customers - eco-labels are mainly concentrated on helping the environment and following sustainable principles. There are many eco-labels in the European market to choose from. Still eco-labels do not play leading role for customers when selecting appropriate accommodation. The aim of this article is to find the reasons, why eco-labels in the Czech Republic are not marking competitiveness and do not assure better market position for the certified accommodation units. One of the biggest problems is the lack of enough marketing activities and publicity not only from the side of entrepreneurs but also from the position of competent organizations responsible for administration and certification process. In order to suggest more solutions for the future actions, which could improve present unsatisfactory situation in the Czech Republic, there is on the example of Germany´s attitude towards eco-labeling made a comparison. These different approaches help to identify weaknesses of the Czech eco-labeling model and allow find better ways how to reach the success in the future. In the conclusion certain suggestions and improvements are described. This analysis and comparison was made thanks to cooperation with German students who were studying for one semester in the University of Business in Prague and were working on this project.
Authors and Affiliations
Hana Zábranská
Keywords
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- EP ID EP171946
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