Journal of Destination Marketing & Management

Greener destinations: Perspectives, practices, sustainable management and issues in

performing overall processes and actions
--Manuscript Draft--

Manuscript Number: JDMM-D-24-00400

Article Type: Critical review papers

Keywords: destination management; sustainability; tourism destination; local destinations;

tourism stakeholders; environmental protection; communication; actions

Abstract: This article aims to explore and analyze current issues and features of the
environmental protection in managing local tourism destinations on the principles of
sustainable development through relevant literature and thus to provide an insight into
major environmental measures and activities that should be implemented in practice,
emphasising the importance of environmental sustainability as a key factor in the
development and success of local tourist destinations in today's business environment.
Qualitative methods were used, with the literature review based on content analysis by
keywords. The complexity of the process in managing the entire local destination
business and environmental protection through sustainable development and a wide
range of issues have generated many challenges to the destination management. This
particularly affects the business process efficiency and the participation of destination
stakeholders and in many cases leads to a low level of environmentally sustainable
destination practices. In addition to the theoretical, the study also has direct managerial
implications for destination environmental business operations. This study contributes
to the core topic by offering an overview and a thorough analysis, giving additional
attention to the researchers and practitioners of future framework activities and actions
to support and emerge more improvements and a higher level of environmental
sustainable practice in local destinations.

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Manuscript (without Author Details)

Highlights

 Participation of all tourism stakeholders is necessary in the process of achieving

sustainability.
 Managing an entire local tourist destination is extremely demanding, complex and
challenging.

 The commitment of national/local governments is essential because they are key

drivers of society and its development.

 Regulation, enacted by national/local governments is the key factor for the

sustainable development and environmental protection and successful
implementation of sustainable practices.

 Future framework of environmental initiatives with actions plans should include joint
integrated activities of international entities based on analysis and tailor made global
and regional needs and priorities, supported by educational institutions.
Manuscript (without Author Details) Click here to view linked References

Greener destinations: Perspectives, practices, sustainable management and issues in performing

overall processes and actions

Abstract

This article aims to explore and analyze current issues and features of the environmental
protection in managing local tourism destinations on the principles of sustainable development
through relevant literature and thus to provide an insight into major environmental measures
and activities that should be implemented in practice, emphasising the importance of
environmental sustainability as a key factor in the development and success of local tourist
destinations in today's business environment. Qualitative methods were used, with the literature
review based on content analysis by keywords. The complexity of the process in managing the
entire local destination business and environmental protection through sustainable development
and a wide range of issues have generated many challenges to the destination management.
This particularly affects the business process efficiency and the participation of destination
stakeholders and in many cases leads to a low level of environmentally sustainable destination
practices. In addition to the theoretical, the study also has direct managerial implications for
destination environmental business operations.Environmental sustainability has become the
most important aspect in managing local tourism destinations. An attractive and well preserved
environment is the primary factor of tourism and local tourism destination development and its
success, as well as an integrated part of the tourism product, which emphasizes the significance
of environmental protection and preservation in managing tourism destinations.
Implementation of environmental sustainability at the local destination in practice requires
complex activities and measures through efficient management. In that way, the destination is
able to achieve long-term quality growth, making the destination more competitive and
successful. This study contributes to the core topic by offering an overview and a thorough
analysis, giving additional attention to the researchers and practitioners of future framework
activities and actions to support and emerge more improvements and a higher level of
environmental sustainable practice in local destinations.

Keywords: destination management, sustainability, tourism destination, local destinations,

tourism stakeholders, environmental protection, communication, actions

1. Introduction

In increasingly complex business environment, characterized by a raising level of

environmental pollution that struggles for survival in a turbulent global market, the
development of a tourism destination has to be based on preserving and protecting the
environment, resources and destination assets on the principles of sustainable development
within efficient management, including the involvement and collaboration of all destination
stakeholders (Tien et al., 2021; Falatoonitoosi et al., 2022). Besides sustainability, also agility,
digitalization and resilience are terms that are currently at the forefront in business and
leadership (Florek-Paszkowska, Ujwary-Gil & Godlewska-Dzioboń, 2021). The greatest threat
to the environment the world has ever faced has become the highest concern of the global
community, generating the necessity of environmental protection at all levels in the world
including in all countries and industries, thus tourism as an emission-intense sector (Katircioglu
et al., 2018, Lenzen et al, 2028; Gössling et al, 2024). Consequently, the need for a sustainable
and responsible approach has become vital (Łasak, 2023).
Tourism and local tourism destinations hugely depend on the high quality of the
environment, especially natural (Richardson, 2021). A healthy, attractive environment is an
extremely important and primary factor for its successful development and an integral part of a
tourism product (Đurić, 2018), which determines and persuades tourist demand (Su et al.,
2020). Sustainable Development Goals (SDGs) have become considered globally (Séraphin,
2018, Séraphin et al., 2019), also with the objective to balance economic, social, human, and
ecological goals (Apostu & Gigauri, 2023). Types of tourism grounded on the principles of
environmentally sustainable development, such as eco-tourism, are becoming increasingly
popular in the world, attracting a large number of tourists (Han, 2021). Consequently,
sustainability has become a marketing tool and many destinations promote themselves as green
(Pop et al., 2024). Covid 19 additionally underlined that (Sánchez-Sánchez et al., 2023). Today,
environmental competitiveness is considered as one of a key aspect of the destination's viability
and success in the global tourism market (Cronje et al., 2020), including in the protected areas
(Oviedo-García et al., 2019).
On the other hand, tourism is the industry that uses natural and other resources at high
levels (UNWTO, 2005). Their intensive use has accelerated a huge negative impact on the
environment, particularly caused by the extremely rapid and massive tourism development and
growth over the last decades (Ahmad et al., 2019; Saito et al., 2017) and as well as overtourism
(Mihalic et al., 2022). In many cases, high negative impacts generated serious harm and
degradation of the environment at the destinations. Such a situation can lead to a significant
loss of market value and often to the destination's own destruction (Morrison, 2023).
This entails a responsible attitude toward environmental protection and preservation of
all actors in the tourism sector. Namely, environmental protection and the implementation of
sustainable tourism development in practice must become an integral part of tourism
development in all destinations, including all tourism organizations (Sulyok et al., 2022;
Bramwell et. al., 2011; UNWTO, 2007). Even though, unsustainable development and low level
of environmental protection are very common in the practice of the destinations (Hall, 2019),
including protected areas, which is powered by many factors and issues (Chang et al., 2021).
Destination environmental sustainability is a very complex process and requires a
holistic and integrated systematic approach with the implementation of numerous and diverse
measures and activities in practice and efficient management (Slocum et al., 2020). In this
process destination management plays a crucial role (Fyall et al., 2020). To incorporate
environmental sustainability into practice, destination management has to make appropriate
decisions, determine plans, strategy, policies, involve all destination actors and the local
community and establish cooperation of all stakeholders and partnerships (Al-tokhais et al.,
2019) through good communication (Melis et al, 2023). In general, their major tasks are to plan
and manage effectively and efficiently the development, resources, environmental protection
and potential of the destination, including coordination of all destination stakeholders, and thus
achieve greater competitiveness, success and local community well-being (Fernandez et al.,
2017).
On the other side, applying and managing sustainable development and environmental
protection at all levels in practice is a big challenge for the management of any tourist
destination due to the wide rage of issues and high complexity of the destination business, as
well as the environmental protection process, which includes the participation of numerous
stakeholders within different interests (Heslinga et al., 2019). Consequently, numerous
destinations failed in managing this process well and overcoming the issues which leads to a
low level of environmental protection in practice and can cause many serious problems bracing
for an uncertain future of the destination business, as well as its existence (Celik et al., 2021;
Al-tokhais et al., 2019). Therefore, it is outstandingly important that the local destination
management resolves all common business problems with positive outcomes and manages
effectively destination's business setbacks (Cooper, 2021). That means that the local destination
management has to drive many initiatives and actions, i.e. action programs to pursue the way,
methods and tactics to prevail all issues and obstacles in this process (Shafieisabet et al.,2021;
Butler et al., 2022) in order to plan and manage effectively all resources, natural and cultural
heritage and its protection through sustainable development (Almeida et al., 2017)
The main questions that arise are what the main current issues that create obstacles in
implementing and managing this process well in practices are and how it is possible to
overcome them and improve destination environmental business practices. This will be
analyzed and discussed in the paper since the well protected and preserved environment, i.e.
environmental sustainability is a crucial factor to achieve long-term development, destination
competitive advantage, benefits to all stakeholders and well-being for the entire local
community and future generations (UNWTO, 2017). Therefore, the study contributes to the
destination environmental sustainability practice by exploring and analysing current issues and
obstacles, how to overcome them in implementing more activities and actions along with
suggestions of future action plan frameworks.
The sections of the sudy are divided as follows: Section 2 - provides an overview of
relevant literature on sustainable development and environmental protection and its importance;
Section 3 - the research methodology; Section 4-reviews and analyses of environmental
activities and measures in destination practice and the role of tourism organizations; Section 5 -
explores and analyses current issues in implementing environmental sustainable practice at the
local destinations; Section 6 - discusses the findings, future framework of actions and outlines
the theoretical, managerial implications and the limits of the study and the last Section 7 -
conducts conclusion and suggests recommendations for further research.

2. Literature review

Sustainable development, i.e. sustainability, has become the central driving force and
leading concept in the world, which aims to protect and preserve the environment for future
generations, minimizing all negative impacts due to the increasing environmental pollution and
climate change issues by establishing balanced development at all levels (Cooper, 2021).
Typically, it is composed of three pillars: social, economic and environmental (Sulyok et al.,
2022). However, environmental sustainability is considered as a key area because without
protection and conservation of the environment and resources it is not possible to achieve future
progress of society and economy, as well as the survival of life on earth (Slocum et al., 2020).
Regarding this, community participation and actively working with the locals for value co-
creation at destinations is critical (Melis et al., 2023). Since tourism is also expected to grow as
an overall system, it has to be planned responsibly and inclusively. Its resource and emission-
growth dynamics have been illustrated by UNWTO, UNEP & WMO, 2008, Gössling et al.
(2023), Gössling and Peeters (2015) and Lenzen et al. (2018).
Many authors claimed that an appropriate attitude towards environmental protection is
a necessary direction of tourism and destination development, emphasizing the importance of
implementation of environmental protection through sustainable development in the practices
at the local tourism destinations (Falatoonitoosi et al., 2022; Ahmad et al, 2019; Katircioglu et
al., 2018). This encompasses development and coordination of activities according to the
destination carrying capacity (Holden, 2016).
A tourism destination is a key element of a very complex tourism system, and also a
very complex system, depending on the territorial scope, with the existence of numerous
interconnected elements, resources, products, services and participants, i.e. stakeholders, such
as the tourism organizations with an active private sector, national and local governments,
public, NGO sectors, local community, tourists and others (UNWTO, 2005). A primary factor
for a successful destination development is a healthy and attractive environment (Richardson,
2021), which is an integral part of a tourism product that determines tourist demand and attracts
tourists to visit a destination (UNWTO, 2007). Natural resources are one of the main attractions
to which special attention must be paid in conservation as well as cultural -historical heritage
(Rodriguez-Diaz et al., 2020).
Tourists are increasingly visiting destinations, as well as accommodation facilities,
which are based on the principles of environmental protection and sustainable development (Su
et al., 2020). Eco-friendly tourism practice is becoming the main motive for their trips, as well
as for making decisions when choosing destinations and accommodation facilities (Han, 2021).
The best example is eco-tourism, which has recorded the fastest growth in recent years and
popularity among tourists, including eco hotels (Đurić, 2018). Covid 19 additionally
emphasized the importance of a healthy and well protected environment and gave rise to
the demand for nature and ecotourism (Sánchez-Sánchez et al., 2023).
Environmental competitiveness today has also become one of the most important
indicators in the process of measuring the competitiveness of destinations, as well as a key
aspect of success in the global tourism market (Cronje et al.,2020). Rapid changes on the global
market have raised competition among tourism destinations and made it one of the key factors
of tourism development (Amoah et al.,2023). Competitiveness is now an indispensable point
of tourism that focuses on destination sustainable development and protection of the
environment and resources (Rodriguez-Diaz et al., 2020). Futher on, tourism stakeholders are
encouraged to be proactive in achieving competitive sustainability (Cristofi et al., 2022).
On the other hand, tourism intensively uses natural and other resources and has
significant impacts on the environment and its quality, both positive and negative. Positive
impacts are especially relevant to economic development of underdeveloped areas (Ahmad et
al., 2019).Among the most prominent negative impacts are overconsumption of natural
resources, generation of the pollution, waste and degradation of ecosystems (Đuric et al.,
2023b).
In many cases, negative impacts overcome positive. The rapid growth and expansion of
tourism worldwide in recent decades has led to an increasing environmental damage and burden
(Mikayilov et al., 2019). Mass, as well as overtourism have brought numerous negative
consequences on local tourist destinations, including high pollution, destruction of natural and
cultural heritage (Mihalic et al., (2022), as well as illegal and uncontrolled construction and
devastation of spaces (Almeida et al., 2017). Pollution of air, soil, water, excessive noise,
endangered biodiversity, vegetation disappearing and loss of wildlife habitats are some of the
direct negative impacts on the environment at the local tourism destinations (Dwyer, 2018;
Ahmad et al., 2019).
On the other hand, the business of the entire tourism sector is directly dependent on the
high quality of the environment, and thus development and economic success (Richardson,
2021), which cannot be achieved without its protection (Su et al., 2020). Straightforwardly,
tourists will meet their needs and attain high quality experience at the most in attractive, clean
and healthy environments, especially natural ones (Tien et al., 2021). It can be said that the
great interest of tourism is to constantly maintain the quality of the environment at a high level
(Katircioglu et al., 2018).
This implies the necessity of implementation of environmental sustainability through
sustainable development in all tourism destinations in business practices with the participation
of all tourism organizations (Amoah et al.,2023; UNWTO, 2017). In applying and proceeding
environmental sustainability into day-to-day operations, destination management has a key role
(Fyall et al., 2020; Nepal et al., 2019). This is a very complex and demanding process and
requires a holistic integrated systematic approach with the creation and definition of clear plans,
development goals, long-term strategy, policies and framework for monitoring, controlling
and improving environmental quality and process efficiency of the destination as a whole. It
includes numerous coordinated and integrated management activities and environmental
measures, a set of appropriate tools, techniques, instruments and indicators to measure the
results, as well as the competitiveness of the destination (Wanner et al., 2020; Dodds et al.,
2016).
In this process destination management has to involve all destination stakeholders,
create partnerships and coordinate their work with the aim of achieving environmental
protection, competitiveness, favourable economic results and tourist satisfaction (Al-tokhais et
al,,2019). This is one of the key requirements. Many authors stated that without participation
and coordination of destination stakeholders it is not possible to achieve sustainable
development and environmental protection( Shafieisabet et al.,2021; Khan et al., 2021; Hall,
2019). All parts of the destination business, i.e. system, as well as stakeholders are
interconnected, and interrelated in achieving business performance by providing an integrated
offer and services for tourists (Fernandez et al., 2017). This is a very challenging task since
there are numerous stakeholders from public to private sectors with different interests (Sulyok
et al., 2022) which are often in conflict, i.e. it leads to conflicts of interest (Almeida et al., 2017).
Furthermore, destination management also needs to effectively manage many other
areas and functions of destination business, like marketing, promotions, local attractions,
events, visitor info center etc. (Morrison, 2023; Pearce, 2015) and as well as use of new
technology/ICT (Sustacha et all., 2023). This emphasizes that the destination management is
an extremely complex demanding process comprising of many integrated areas and functions,
from planning to the operationalization on the level of all destination organizational units and
tourism organizations with the coordination of all destination stakeholders, the creation of
public-private partnerships (Fernandez et al., 2017).
Such complexity entails that without efficient management and establishment of an
integrated destination management system, i.e governance it is not possible to manage all
processes well and achieve the success of the destination, especially in the long run (UNWTO,
2007). Indeed, in practice, tourism destinations management are faced with a lot challenges and
issues in managing destination and environmental sustainability (Hatipoglu et al., 2016;
Wondirad et al., 2020; Hall, 2011). Therefore, they have to carry out many initiatives and action
plans to overcome all issues in order to fully implement environmental sustainability measures
and activities at all levels in practice (Butler et al.,2022; Han, 2021). The importance of
performing and achieving a high level of destination environmental protection through
sustainability is reflected in the fact that the local community depends on the quality of the
environment, its population, but also tourists, thus the long-term success of the local destination,
tourism organizations and commitment to the conservation of environment and resources for
future generations (Wood, 2017; Saito et al., 2017)

3. METHODOLOGY
This research applied a qualitative research approach combining comprehensive and
thematic literature review in analyzing and exploring tourism conceptual environmental
protection on the principles of sustainable development at the local destination level, and
interconnected and interdependent dimensions and features of all key aspects, measures,
activities, challenges and issues of environmental sustainability in destination business practice
as the main focus.This includes emphasis on qualitative view and evaluation of complex
interrelationships of destination stakeholders, their role responsibilities and tasks including in
policymaking and frameworks setting.
 Qualitative methods are more applicable for this study as they afford better and
profound context and understanding of the complex processes and business applications of the
destination environmental sustainability, which is not possible to obtain through quantitative
data alone (Petticrew et al., 2008). This allowed the research by observing and analyzing
collecting data mostly obtained from peer-reviewed journals, to synthesize prevailing theories
of destination environmental protection through the sustainable development and its practice
with the aim to identify and determine characteristics of patterns, relationships, and current
issues of environmental sustainability practical implementation. In such a way the research is
able to provide an overview of the existing relevant scientific research and considerable insights
into significance of the application of environmental sustainability in destination business
practice globally as well as perspective and practical business implications (Grant et. al, 2009).
The review procedure consisted of several steps (Ford et al., 2011).The first step for the
review was carried out with an extensive search through various electronic databases, such as
a Science Direct, Emerald, Sage, Wiley, Google Scholar, JSTOR, ProQuest etc. The following
keywords have been used: destination environmental sustainability; environmental protection
at the destination; issues/barriers of destination environmental practice; destination sustainable
development; destination goverence; the role of destination stakeholders in sustainable
development and environmental protection; tourism impacts on the environment; destination
environmental sustainability practice etc. Then, each of the derived (obtained) articles from
search results published between 2002 and 2024, have been carefully read to determine if they
meet inclusion criteria in compliance with aim of the study and the research questions, which
included theoretical and conceptual background, purpose of the research, methodology and
sample details, type of analysis and findings. The next step was the selection of the relevant
articles up the inclusion criteria and in accordance with the goals of the study and then the
analysis of selected articles. The last step included the findings with the discussison on current
issues, suggestions for framework of future action plans for destination environmental
sustainable practice to advance these processes on a conceptual and practical level at the local
destinations, as well as additonal attention to the researchers and practitioners and futher
research on this important topic.

4. Environmental sustainability in tourism - measures and activities

Structurally and functionally, the environment and ecosystems are inter-related in an

extremely complex inseparable system. Any form of disruption of its balanced
functioning generates serious problems (Duric et al., 2023). For example, the intensive
pollution of water affects the pollution of soil, then air and vice versa. That is why
environmental protection is also a complex interconnected process that demands the application
of holistic integrated systemic environmental protection through sustainable development in
practices within efficient management (Slocum et al., 2020). This implies the obligation of
participation of all members of society from the international community, national and local
governments, local communities, NGO, all business enterprises to all people. National, then
local governments have a primary role in this process, as institutionally the main drivers of the
development of society (Duric et al., 2023a; Olalekan et al., 2019).
Raising the level of environmental pollution globally and the urgency of its protection
at all levels have derived the emergence of numerous regulations and measures of
environmental sustainability prescribed by the International regulatory bodies and
organizations that should be applied in all countries through the policies, legislation and diverse
acts (Duric, 2018). For the tourism sector, Agenda 21 for the tourism industry is of particular
importance. It delivers excellent guidelines and instructions for tourism destinations and
organizations covering all aspects and areas of environmental sustainability with a set of
concrete activities and measures applicable in practice (Mihalic, 2016). Additionally, Agenda
2030 foregrounded and featured the importance of sustainable development and environmental
protection, as well as measures and activities that should be implemented in practice (UNWTO,
2017).
According to Agendas, the main areas of environmental sustainability activities in
tourism destination business practices can be summarized as follows (Holden,2016):
a) Conservation and optimal use of resources - diverse measures and activities related to the
reduction, control, measurement of resources consumption, especially energy and water;
encouragement of the renewable energy use; eco procurement and production;
b) Pollution reduction - diverse measures and activities related to the pollution reduction of soil,
water, air, CO2 emissions, noise, light; energy management; water management (waste water
treatment, reuse); waste management and recycling; proper use of all chemicals and hazardous
materials; use of eco transport, products and food;
c) Conservation of biodiversity, ecosystems and landscapes- measures and actions for the
conservation of biodiversity, protection of ecosystems flora and fauna, wildlife, use of non-
invasive species for landscaping etc.
In order to minimize the pollution and respond to climate change issues ,the priority areas
that should be implemented at the destination and tourism organization practices are related to
energy, water resources and waste management, air protection and the reduction of CO2 and
greenhouse emissions, eco procurement and transport, conservation of natural heritage,
involvement of employees, visitors and local communities and the creation of partnerships (Pan
et al., 2018). Within these areas, there are a wide range of concrete measures and activities that
have to be operationalized in business practices at the destinations and tourism organization
levels.
It should be noted that all local tourism destinations have to manage the destination
according to their carrying capacity, which means that the carrying capacity limit should be
determined at first. According to determined carrying capacity limits and the degree of
environmental pollution and its potential vulnerability, the environmental strategy and plans
with priority actions, measures, activities, standards and indicators should be established
(Mihalic et al., 2022). In order to implement destination sustainable development and
environmental protection in practice, it is necessary to apply adequate tools, instruments and
techniques. The table below shows some of the very important and suitable tools, instruments
and techniques for application in destination business practice (Holden, 2016).

Table 1: Tools for the application of sustainable development and environmental protection at the
destinations
Tools for the application of sustainable development and environmental protection at the
destinations
• National parks
Protection of the areas / natural • Nature parks
environment • Areas of prominent natural beauty
• Nature reserves (wildlife , biospheres, biological reserves)
• International regulations
• National laws
Regulatory acts for the tourism
• Regulatory acts of professional associations
industry
• Corporate Social Responsibility
• Control system
 • Zoning (attractions, sights, etc.)
• Controlling and restricting the number of visitors, access and
Management for Visitors
movement of vehicles
•Tourist taxes
• Physical, ecological, economic, and social carrying capacities
Determinants and calculation of
• Real (allowed) carrying capacity
carrying capacity
• Limits of Acceptable Change
• Level of resources use
• Pollution level (energy, water resources, land, waste, CO2 and
Sustainability indicators other air emissions)
(calculation and analysis) • Level of industrial and other local production and
environmental pollution
• Diversity of natural and cultural heritage
• Destination footprint
• Access to decision-making processes
• Mapping the environment
• Assessment of all environmental impacts and control
Assessment of environmental • GIS, environmental matrices and other models
impacts • Balanced planning models, cost-benefit analysis
• Environmental certification, ecolabelling and auditing
•Public reports
• Survey of population attitudes, preferences
Techniques for counseling and • Meetings
participation of the people • Application of delphi techniques, valuation methods
• Diverse educational activities to raise environmental awareness
and participation of all community members
• For tourists
Codes of conduct (ethical and
• For industry
behavioral)
• For hosts (governments and local communities)
Source: Author according to Holden (2016). Environment and Tourism. New York: Routledge.
These tools, instruments and techniques, can provide significant support for local tourist
destinations in developing environmental policies, strategies and its implementation in practice
with the ability to measure environmental sustainability indicators relevant to the destination.
On the other hand, they represent a number of complex activities and measures that need to be
implemented and controlled in practice.
It should be pointed out that for the implementation of environmental sustainability in
practice, each destination should select the most suitable policies, tools, measures and activities
according to the type and degree of its negative impact on the environment, current
conditions, circumstances and its specific characteristics (Falatoonitoosi et al., 2022; Borges et
al., 2014).
Participation of all tourism organizations is necessary in this process. Namely, without
them, it is not possible to achieve sustainable development and environmental protection in a
local tourism destination (Heslinga et al., 2019). This means that all tourism organizations must
apply environmental sustainability in their day-to-day operations and balance their management
activities and development strategy according to the destination strategy, in order to avoid the
conflicts of interest. This particularly refers to the tourism business operators in pravite
sectors,i.e tourism enterprises, such as accommodation providers, restaurants, transport and
recreation operators, tour operators and others. For instance, the hotel sector is considered as
one of the largest polluters in tourism industry due to the high consumption of energy and water
and the generation of large amounts of waste (Sucheran, 2018; Khatter et al., 2019)
The most important measures and activities for the implementation of environmental
sustainability in tourism organisations’ business practices, especially for large facilities such as
hotels, are related to energy, water and waste management, eco procurement and eco transport
(Duric et al., 2023b). Also, they should apply ISO standards, EMS/ EMAS management system,
eco construction and equipping of the facilities, preparation of public reports, educational
activities, as well as to support the local community on all sustainable and environmental
matters. In that way, tourism enterprises demonstrate that they are responsible companies which
today is an asset in achieving better competitiveness, attracting more tourists and thus success
in the global market (Duric et al., 2021). Also, partnerships between tourism organizations can
bring many benefits to the greening destination sites.
It should be noted that from the other side, implementation of environmental
sustainability is a voluntary process for tourism organizations, unless mandatory legislative
requirements (Dwyer, 2018).This often leads to a low level of environmental sustainability in
their operations (Đuric et al., 2023b), despite the fact that degradation of the environment is
causing a decreasing number of tourists and the decline of the destination, which certainly
negatively affects the businesses of all tourism organizations and the entire destination (Celik
et al., 2021).
It can be summarized that the implementation of environmental sustainability at the
local tourist destination in practice, means managing and controlling all resources, valorization
of natural and cultural destination assets with numerous measures and activities to reduce all
negative impacts that can harm the environment, impact assessment, continuous education of
environmental awareness of all community members and achievement of high quality
environment (Wood, 2017). In other words, numerous and complex areas, tools, measures and
activities that need to be implemented and controlled in practice, require the establishment of a
systematic integrated and efficient management system supported by clear strategies and
policies and the mandatory participation and collaboration of all destination stakeholders,
particularly tourism organizations (Wondirad et al., 2020; Pulido-Fernandez et al., 2019).

5. Current issues in managing environmental sustainability at local destinations

It should be at first underlined that environmental protection through sustainable

development is a crucial aspect and factor for long-term and successful local tourism destination
development, as well as tourism organizations (Fyall et al., 2020; Cooper, 2021). Besides that,
environmental protection is often not at a high level in destination practice (Mihalic, 2016). In
many cases, environmental sustainability is minimally applied or not applied (Haid et al., 2021)
particularly in tourism enterprises, especially hotels (Duric et al., 2021; Celik et al.,
2021;Pulido- Fernández et al., 2019). There are many current issues causing that situation
(Hatipoglu et al., 2016;Wondirad et al., 2020; Dodds et al., 2010). Substantially, destinations
and their management are faced with many challenges, issues and obstacles in managing
environmental sustainability in practice (Al-tokhais et al., 2019; Hall,2011)
It is necessary to point out once again that managing an entire local tourist destination
business is an extremely demanding, complex and challenging task for any destination
management because it includes numerous areas and functions of management, each of which
is also highly complex (Carter et al., 2023; Pearce, 2015; UNWTO, 2005). At bottom,
destination environmental sustainability is also an extremely complex process which
implementation in practice requires a holistic integrated systematic approach with the
establishment of an efficient management system, i.e. governance and the participation of all
actors in the destination (Saito et al., 2017; Canteiro et al., 2018; Pulido-Fernandez et al., 2019).
Obviously, destination management needs to have appropriate conditions, tools and most
importantly, adequate support to realize of all these requirements (Kiryluk et al., 2021).
Destination management, in its essence, includes corporate and public management and
the development of relations between public and private actors in the destination, which
indicates a diffuse field of management (Gori et al., 2021; Borges et al., 2014). This comprises
environmentally sustainable joint management activities and instruments for its implementation
and control. The first issues arise here. For efficient management, every destination must have
an appropriate management model , i.e. model of governance (Pan et al., 2018; Hatipoglu et
al., 2016) with clear management organizational and hierarchical structure with the division of
power and leaders responsible for that region and destination business (Khan et al., 2021;
Bramwell et. al., 2011). This means that the institutional, political and structural framework
accompanied by appropriate model of governance should be established, as well as
organizational and hierarchical structure of destination management organization - DMO
(responsible for that destination), within integrated management system which includes cross-
sectoral cooperation and coordination at the municipal, regional, national levels and other local
business sectors and institutional networks of public, private stakeholders and people
participation and control system (Dos Anjos et al., 2019; Joppe, 2018; Fernandez et al., 2017;
Pearce, 2015). Without participation of national and local governments (and its authorities),
this cannot be properly settled down (Heslinga et al., 2019; Dodds et al., 2016).
On the other side, the existence of various destination stakeholders and private tourism
enterprises, whose priorities are mostly related only to economic gains, leads to the conflicts of
interests and inability to provide clear plans and goals and implement a high level of
environmental sustainability in practices (Hatipoglu et al., 2016). Further on, voluntary
participation of tourism enterprises in this process is often reduced to a minimum or does not
exist (Kiryluk et al., 2021).
To manage all of these issues, destination management needs to have the support of the
local government. This means that local governments and its authorities must be involved in
the process of managing destination and environmental sustainability, in order to establish
efficient destination management organization (model and structure), sustainable strategy,
policies, coordination and control of all activities, cooperation at all levels,creation of public-
private partnerships and monitoring the performance of all businesses in the destination (Nepal
et al., 2019; Gori et al., 2021). Lack of involvement of local authorities and their weak role lead
to inefficient planning, poor and fragile coordination without a public-private partnership and
weak control, especially of the destination private sector which brings a lot of issues and
problems, often serious (Wanner et al.,2019), resulting in a low level of environmental
sustainability practices (Hatipoglu et al., 2016).
It should be added that through various measures and activities, local authorities can
significantly support and help destination management in motivating tourism organizations to
raise their environmental commitment in their operations and awareness (Kiryluk et al., 2021),
as well as to mitigate conflicts of interest among destination stakeholders (Wanner et al., 2019).
Furthermore, the commitment of national governments is essential because they are key
drivers of society and its development (Nepal et al., 2019; Kulin et al., 2021). According to
many authors, legislation and regulation, enacted by national governments, are the key factor
for the sustainable development and environmental protection and successful implementation
in practices and could cover many issues (Mikayilov et al.,2019; Heslinga et al., 2019; Chang
et al., 2021). Without the legislation, sustainable tourism policies and other instruments, it is
not possible to implement environmental sustainability and protect the environment at a high
level in destination practice (Siakwa et al., 2020; Wanner et al., 2020). In support to this, it
should be added that many tourism enterprises, especially hotels, apply only mandatory
measures prescribed by law (Dwyer, 2018). Important aspects are also economic instruments,
such as taxes and charges to mitigate unsustainable practice and support actions, and financial
incentives (Pan et al., 2018;Wanner et al., 2020). For example, financial incentives are
extremely important for medium and small tourism enterprises, particularly hotels, because
many activities involve significant financial resources, which these hotels do not have
(Sucheran, 2018). However, the implementation of these instruments also requires the
involvement of governments, first national and then local.
Another important issue is the lack of environmental knowledge and awareness among
the people and employees especially managers in the public and private tourism sector, which
also leads to low levels of environmental protection (Rodriguez-Diaz et al., 2020; Confente et
al., 2021). This indicates that special attention should be given to environmental education and
training carried out by many educational activities at all levels with support of relevant
institutions and organizations (Tien et al., 2021).
It should be added that all these issues are particularly visible in the destinations of
developing countries (Goffi et al., 2018; Olalekan et al., 2019)
It is a hugely important challenge to overcome all issues, in order to fully implement all
aspects of environmental sustainability into practice and day-to-day operations. For destination
management, it is essential at first to identify all issues and obstacles in the environmental
sustainability application process in its territory, and then, based on analysis, to plan and create
a framework with specific policies, tools and action programs to overcome them (Amoah et al.,
2023).
However, it can be stated that the foremost issue is the lack of initiatives and
actions especially of destination management (Butler et al., 2022). One important reason of
such a case is that destination management employees do not often have initiatives, motivation
and willingness to take actions due to the low quality of employment conditions, as well as a
lack of proper work experiences and skills (Dodds et al., 2016).This has to be overcome with
training programs and other convenient tools (Shafieisabet et al., 2021).

Figure 1: Key current issues and outcomes in managing environmental sustainability at the destinations

Issuses
Lack of national government participation
(first level of institutional framework)
Outcomes
-Weak framework of institutional capacity, organizational and leadership
structure, coordination and communication between authorities and their
sectors
-Loss of long term vision & commitment, holistic focus and integrative
approaches
-Poor legislation unenforced environmental regulations, integration of tourism
policies
-Lack of political will and institutional networks of public, private
stakeholders and people participation
-Absence of environmental and economic sustainable priorities, clear
environmental strategies, planning, programs, measures, activities, education,
guidance and control system.
- Deficiency of network of mechanisms for monitoring, analyzing and
reporting on the environment

Lack of local government participation
(second level of institutional framework)
- Absence of political will and cross sectoral cooperation and coordination at
the municipal, regional, national levels and with business sectors on
environmental protection matters
- Economic Priorities
-Non-application of national environmental affairs
- Unenforced national environmental laws and policies
-Lack of creation and application other appropriate local environmental
policies, tools, measures, activities and education
-Inefficient planning, poor and fragile coordination without a public-private
partnership and weak control
-Inadequate destination model of governance with a clear organizational and
hierarchical structure of DMO, division of power and leadership,
responsibilities and tasks
 -Lack of institutional networks and cooperative governance mechanisms
between public, private and community organisations and local people and
their participation
- Unclear strategic, long-term vision of destination sustainable development
and environmental protection
- Inefficient DMO

Lack of environmental knowledge and - Economic benefit priorities and gains

awareness - Lack of political will and conflicts of interests
- Absence of initiatives and actions on environmental protection matters
-Weak participation of destination stakeholders, NGO sectors, local
community, and individuals in environmental protection process

LACK OF ACTIONS OF DMO AND KEY DESTINATION STAKEHOLDERS

LOW LEVEL OF ENVIRONMENTAL PROTECTION AT THE LOCAL DESTINATION

HIGH POLLUTION, HARM & DEGRADATION OF THE ENVIRONMENT

UNATTRACTIVE POLLUTED ENVIRONMENT DECREASE NUMBER OF THE TOURISTS AND

DECLAINE OF THE DESTINATION
Source:Author

Apparently, without initiative and actions, it is not possible to positively respond to all
challenges and overcome issues. This leads to the failure in managing destination business and
environmentally sustainable processes well and can raise more problems, negative effects and
the degradation of environment (Carter et al., 2023; Haid et al., 2021).
It can be argued, as per many authors, that the main issues and therefore barriers in
implementing environmental protection at a high level in destination practice and establishing
efficient management are lack of national and local governments participation, lack of
environmental awareness and initiatives and action programs, especially of destination
management (Chang, 2021; Heslinga et al., 2019; Canteiro et al., 2018; Dodds et al., 2010).
Accordingly, it can also be stated that the main primary elements, i.e. factors of environmental
sustainability application at high levels in destination practice within efficient management are
firstly involvement of national and then local governments, followed by initiatives and action
programs, leading especially by destination management, and environmental awareness.
At the first stage, the commitment of the national government is imperative. They have
to create and provide national policy for the environment, strategies, institutional capacity,
adequate legislation, environmental planning, programs, measures, activities, education, and
guidance. It is also necessary to establish a network of mechanisms for monitoring, analyzing
and reporting on the environment, enforcement of environmental law and policies and
procedures for its implementation of this process (Gössling et al., 2024; Duric et al., 2023a).
Without engagement and the setup of framework and mechanism at the highest state level, i.e.
national government, it is not possible to achieve integrated systematic environmental
protection through sustainable development and thus a high level of environmental quality
(Khan et al., 2021; Sucheran, 2018). As already highlighted in the study, a systematic approach
is necessary because of inseparable systematic functioning of the environment and ecosystems
which means that high pollution of one part of the environment will affect and harm the whole
system, i.e. the whole environment, not only that part.
Further on, local governments then should implement and integrate all
these national environmental requirements and affairs at the local level, enforce national
environmental laws and as well as create and apply other appropriate concrete environmental
policies, tools, measures and activities according to specific characteristics, features and facets
of its territory and environment including for the tourism industry. Also, they have to provide
cooperative governance mechanisms with public-private partnerships, environmental education
activities which includes the coordination and control of all these activities, and a compulsory
creation of an adequate destination model of governance with a clear organizational and
hierarchical structure of DMO, division of power and leadership (Wanner et al., 2019).In this
way they will significantly support destination management to be efficient in directing this
process (Gori et al., 2021).
Another key element, i.e. primary factor is leading the initiatives and action programs
which particularly refers to the destination management, as a main driving force in managing
destination business, but it should also include key stakeholders such as a national and local
governments (Haid et al, 2021). In a current highly demanding global business environment
within constant changes, it is of supreme importance to lead actions as a way to respond
positively to all the requirements and demands of the market and to build effective management
at operational levels. A lack of actions is tied to poor management which leads to a low level
of environmental protection overriding the risk of harmful effects on the environment, people's
lives and destination business (Butler et al., 2022; Michalich, 2016). In other words, managing
destination and environmental sustainability effectively with action programs is the crucial way
to achieve successful functioning of the destination business and long-term progress (Roxas et
al., 2020).

6. Discussion and implications

It can be stated that the establishment of an efficient integrated management system of

sustainable development and environmental protection at the local destination level, i.e
governance is a necessary direction for all destinations (Joppe, 2018) as a way to adapt to
changes, overcome all issues, lead the actions and to achieve and maintain a continuously high
level of environmental quality (Canteiro et al., 2018). This implies mandatory participation of
all actors at the destination, at the first level national and local governments, then all tourism
organizations, local community as well as international community and its entities, NGO sector,
other stakeholders, media and individuals (Duric, 2018). Their integrated mutual cooperation
with joint efforts and activities and efficient synchronized coordination of their work at all
levels are essential (Melis et al., 2023) in order to minimize and control all negative impacts
on the environment and reach a high level of environmental quality (Dos Anjos et al.,2019;
Hall, 2019) and destination competitiveness (Goffi et al., 2018). Otherwise, there will be long-
term negative effects with the overexploitation of the environment causing environmental
degradation, many problems and obstacles to destination development, as well as companies
questioning destination’s future existence (Mikayilov et al., 2019)
Even though, analysed current issues are present in the practice for over a decade. This
subject has been extensively examined in the literature (Hardy, et al., 2002; Gössling, 2002),
thus some of the early literature addressed these issues and obstacles on main focus (Borges et
al.,2014; Bramwell et al., 2011; Dodds et al., 2010, Hall, 2011), which leads to the fact that
they are very same today. This implies that it looks like we are spinning in circles for decades
without prompt response and overall efforts in achieving high systematic environmental
protection in the world (Butler et al.,2022; Dwyer, 2018). Certainly there are many positive
movements and good examples of destination green practices such as in Slovenia, Iceland,
Austria etc. (Carter et al., 2023), but still there are many more destinations in the world with
low level of environmental protection in practice, particularly in developing countries (Siakwa
et al., 2020; Goffi et al., 2018; Wondirad et al., 2019) which is especially dangerous for
protected areas (Nitivattananon et al., 2019).
The important questions that arise are why these movements are slow and current issues
still on for over a decade, and what can be done to change this situation, since it is obvious that
local destinations heavily depend on a healthy and well preserved environment.
Firstly, it should be highlighted that the study in figure 1 presented and summarized
key current (identified) issues and their outcomes in managing environmental sustainability in
destination practice related to the environmental awareness and institutional framework
structure at national and local government levels on which depends destination governance,
DMO and management efficiency. Their interconnections and interrelations are very deep and
represent a complex system in a chain circle of influences and impacts on the environmental
protection of the whole area of one country, thus local destinations (Wanner et al., 2020; Dos
Anjos et al., 2019). One element or outcame can lead to failure in protecting environment well.
For example, inefficient national government governance will deeply influence local
governments and DMO, which will lead to failure in protecting the environment well at all
levels and opposite (Gössling et al., 2024; Siakwa et al., 2020). Thus, lack of environmental
awareness and importance of protecting the environment lead to the passive approach, focusing
on economic gains without anticipation of serious negative impacts on the environment which
will lead to the future high economic downturn (Hait et al., 2021; Mihalic, 2016). This
particularly refers to the leaders and managers at all levels including national and local
governments (Kulin et al., 2021). These issues, as highlighted in the study, are also major
factors of low levels of environmental destination practice and opposite.
From the other side, it should be emphasized that hugh major issue is lack of prompt
participation and governance of national governments since they have the key role in systemic
environmental protection of entire country area. This leads to serious outcomes, i.e. problems
and causes of limited actions, thus low level of environmental protection including at the local
destinations. Mainly they referred to the poor legislation, unenforced environmental
regulations, economic gains as main focus, lack of environmental awareness (government
authorities, citizens, DMO), or their willingness to protect environment well but lack of
financial resources or proper knowledge and skills. As per many authors, these scenarios are
very present in practice at the national levels (Chang et al., 2021), especially in developing
countries (Tien et al., 2021; Siakwa et al., 2020; Wondirad et al., 2019; Olalekan et al., 2019;
Sucheran, 2018). Indeed, in these cases DMO can not do a lot of efforts on systematic
environmental protection in practice, especially when there is no public pressure on
governments as well as environmental awareness of authorities including DMOs and interest
in applying environmental activities (Nitivattananon et al., 2019).
This leads to the important question - who can change such a situation and positively
influence national governments on the environmental protection matters and sustainable
development and to overcome the issues. Apparently, that can be done by prominent
relevant international entities and institutions such as a the United Nations (UN) and its
relevant units (UNWTO, UNEP, IUCN, UNESCO,UNDP), then OECD, EU eminent bodies
etc. (Roxas et al, 2020; Biermann et al., 2017; Pop et al., 2024).
At first it should be underlined that all of these mentioned international entities have
already made a lot of significant and valuable efforts to support green practice in the world in
destinations, such as environmental measures, regulations, practical guidance, educational
activities, projects etc. (Holden,2016; Mihalic, 2016; Roxas et al, 2020). Still most of these
activities are on a voluntary basis for the countries and in many cases have had limited positive
impacts on the destination practices worldwide (Duric et al., 2023b).
This implies more involvement and initiatives of international community and its
prominent institutions and entities with concrete action plans (Persson, 2019), such as more
mandatory environmental regulations and measures for the countries (i.e. finding the way for
its mandatory implementation in all countries), more support, including financial to the national
goverments on strengthening efficiency of national and local institutions, environmental law
and concrete environmental projects (for example, on recycling business startups, renewable
energy, wastewater treatments etc.), upgrading grade and awards system of eco-friendly
practice of destinations worldwide with more visible online presence which will promote green
practice and travel etc.
From the other side, it could be stated that mainly the root and other major factor of poor
environmental protection in the destinations practice is lack of environmental awareness of the
people (Confente et al., 2021; Rodriguez-Diaz et al., 2020; Goffi et al., 2018). High
environmental awareness brings initiatives and public pressure to the governments and
enterprises which force them to implement environmentally sustainable practices at high levels
(Kulin et al., 2021) and also raises awareness of tourists and their demands for eco-friendly
destinations (Wang et al., 2022; Su et al., 2019; Duric, 2018).
Therefore, more efforts and concrete action plans should be dedicated to the educational
activities (Melis et al., 2023) to raise environmental awareness of the people (Haid et al., 2021;
Sulyok et al., 2022; Pan et al., 2018). International community entities can organize more
forums, round tables, seminars, conferences with discussion of current problems and
solutions.For instance, the forum could be organized by regions, then continents and after that
summarizing all findings at a global level once per year. Also, organisation of more workshops
and training programs would be of high importance. Indeed, more contribution and participation
of the universities and other educational institutions in these processes and actions would be of
particular importance and great support, especially ones with a high reputation. It should be
highlighted that these educational activities, workshops and trainings have to be provided at
several levels (Wang et al., 2022; Cooper, 2021; Slocum et al., 2020):
-For the national governments especially developing countries, including NTOs;
-For the local governments, local DMO and destination stakeholders;
-For local community members and tourists.
As we are now living in the world where the internet, as well as global tech and social
media companies, have immense power on all human activities and businesses, especially
tourism (Sustacha et al., 2023; Pencarelli, 2020), the online presence on all environmental
protection matters should be advanced (Amoah et al., 2023). It seemed that after pandemic
Covid 19 global issues such as economic slowdown, geopolitical uncertainty, are at the first
place of public concerns in the world which is understandable, but environmental matters and
activities should not be put on second place and should be more visible and anticipated by the
public (Gössling et al., 2023). Therefore, involvement of famous web services providers such
as Google, Yahoo and social media companies (Facebook, X/Twitter, Instagram etc.) in
supporting and promoting environmental activities among the people would be of huge
importance (Christofi et al., 2022). They should also give their own (voluntary) contribution on
the global level and show that they are socially responsible companies (Pencarelli, 2020). As
they have an enormous number of users (Sustacha et al., 2023), even one short targeted message
on their first pages can bring great benefits in environmental practice (Pencarelli, T. (2020), for
instance more responsible behaviors, green travel, less use of plastic etc. (Confente et al., 2021).
However, these activities might need to be initiated by international institutions.
 Taking into consideration study analyses, it can be argued that to overcome current
issues it is essential to focus on applying more action plans in destinations practice with joint
management activities at the international, national, local, enterprise and individual levels since
their influences and impacts are deeply interconnected at all these levels and present for a long
time (Morrison, 2023; Cooper, 2021; Persson, 2019). DMO certainly has to be a leader in taking
initiatives and actions but it can not resolve complex issues on systematic environmental
protection without prompt participation of local and national governments (Mihalic et al., 2022;
UWTO, 2017). Thus, national governments need to have more support from the international
prominent entities. Today,as we have become a global society, in the hierarchical power
structure of influences in systematic environmental protection in the world, the first place has
international community, its institutions and entities, then countries and their national
governments, after that local ones and local communities members (Gössling et al.,
2023; Roxas et al., 2020). This indicates and refers to the important role of the international
community and its institutions which will grow in the future and will require more initiatives
and creation of more efficient integrated system with management activities and action plans at
the global level and its coordination with all countries, i.e better global governance (Persson,
2019; Biermann et al., 2017). In support to this, as underlined in the study, many present serious
issues at one country level, can not be resolved without high involvement of international
entities (Holden, 2016).
In other words, to overcome current issues, future framework of environmental
initiatives with actions plans should include joint integrated activities of international entities
based on analysis and tailor made global and regional needs and priorities, supported by
educational institutions, global tech and social media companies, then all national and local
governments, DMOs and all other institutions and members of society. In this process it is also
necessary to avoid hidden political and economic interests, as they are very present under the
umbrella of environmental protection (Gössling et al., 2024; Dos Anjos et al., 2019).We only
have this Planet to live on and have to save it for future life existence. Therefore, real concerns
of the safety of the planet and in finding solutions to realise it should be the priority of all people
(Lenzen et al., 2018).
The study opens many questions which should be more considered in the future by
researchers and practitioners since environmental sustainable practices are crucial and
imperative to achieve success, long-term progress and health of any destination, well-being for
the entire local community and to preserve resources for future generations, thereby
contributing to the protection and safety of the planet (Wood, 2017).

6.1. Theoretical implications

The study nominally derives theoretical contributions on destination environmental

sustainability in applying and managing this process well in practice, emphasizing its
significance and giving intention to this core subject. At first, the study provides contribution
to literature by identifying key current issues in implementing environmental sustainable
practice at the destinations and its outcomes, their deep interconnections and interrelations.
Further, the study clarified and classified levels of institutional framework and impacts at the
national, local and destination management levels. The study also determined key factors that
limit environmental sustainability implementation in the destination's practice or opposite.
Secondly, the study emphasizes the most important environmental activities and
measures as well as the role of destination management and tourism enterprises in this process
and importance in establishing a holistic integrated management system. At the same time, the
study generates theoretical contributions by presenting and outlining future integrated
framework of action plans at different levels with particular emphasis on participation of
prominent international entities and institutions, its important role which will grow in the future,
then educational institutions and global web service providers, tech and social media
companies.
By drawing a parallel and defining gaps with theory and practice, the study connects
sustainable development concept and environmental protection with the destination practice
highlighting the importance in achieving high levels of environmental protection and
conservation.

6.2. Managerial implications

Overall, managerial implications of this study outlined a framework for practitioners to

employ more environmental activities and measures in practice for saving destination resources.
At first, the study highlights the importance of saving the environment as a key resource of
destination development and its success and provides a route to holistic integrated management.
In view of this, a key managerial implication for destination management (DMO) is to identify,
analyze and overcome issues and obstacles in implementing environmentally sustainable
practice at high levels and to create and take initiatives and action plans as a crucial way to
avoid degradation of the environment and decline of destination. This also refers to the national
and local governments as well as tourism enterprises. As Dyduch (2024) pointed out, it is
essential to promptly respond to various opportunities that appear and in this way minimize
environmental threats, which promotes agile leadership, leading to improved innovativeness and
improved performance. Agile leadership may, indeed, contribute significantly to better performance
of business (Porkodi, 2024).
Further, managerial implications of this study outlined a framework for international
prominent institutions, educational ones, global tech, social media companies and web service
providers to employ more environmentally integrated activities and action plans to support
green destination practice and travel.
The approach in driving more action plans within global support is of particular value to the
many small and medium sized rural local tourism destinations and its stakeholders in
developing countries, who are not in the position to implement high level of sustainable
environmental protection due to the high costs of infrastructure development requirements
(institutional and physical) and lack of human resources, proper knowledge and skills. With the
right support they can implement step by step action plan frameworks with several phases to
attain a high level of environmental protection in practice.
Hence, the study underlined that future trends in managing destination business should be
devoted to more initiatives and action plans as a way to overcome challenges and issues and
reach a high level of environmental protection, long-term prosperity at all levels, thus business
success.

6.3. Limitations

The major limitation of this study was the extremely wide, large and complex area of
research which was not possible to examine completely and in detail in one article, as it includes
various fields, such as sustainable development, environmentalprotection, ecology,
environmentally sustainable business practice, management with different operational
segments of destination business, complex business requirements in the turbulent global market
with worrying level of pollution, etc. Thus, limited number of research and the lack of data
regarding the actual degree of environmental protection at the local destinations was another
limitation. However, it should be added that this is also due to the fact that it is difficult to
measure the achieved levels of environmental protection at the destinations, due to the wide
scope of environmental measures, lack of assessment schemes with clear criteria as well as lack
of available and accurate data.

7. Conclusions and future research

7.1. Conclusions

It can be concluded that the entire tourism sector and thus all tourism destinations, as
key drivers of tourism development, are highly dependent on an attractive and well-preserved
environment, its primary resource. Tourist demand and satisfaction extensively grounds and
relies on an attractive environment, especially natural, which means that without a healthy and
well protected environment, it is not possible to achieve successful destination development,
particularly on a long term basis.
On the other side, tourism and thus the intensive development of local tourism
destinations can generate high negative impacts to the environment and harmful effects
resulting in the devastation of the entire area. Therefore, tourism destinations have an interest
and must pay special attention to the protection and preservation of the environment through
sustainable development, as well as strive to achieve environmental goals defined by the
prominent international institutions, in accordance with the specifics and priorities of the area
in which they are located. Substantially, huge global environmental problems and thereby
urgent needs for environmental protection at all levels, have derived that sustainable
development and environmental protection have become the most important aspect of human
actions in the whole world, thus local tourism destinations.
Beside that, a low level of environmentally sustainable practice at local destinations are
very present. The main current issues, i.e barriers which lead to such a situation are a lack of
national and local government participation, lack of environmental awareness and initiatives
and action plans particularly of destination management. Many efforts have to be taken to solve
all issues, since the failure to manage environmental sustainability process well can cause
serious problems, harm and degradation of the environment.The implementation of
environmental sustainability into destination practice is a very complex process which requires
a complex network of activities, measures and procedures and set-up of an efficient holistic
integrated destination management system, i.e governance as a pivotal element for achieving
environmental protection at high level in day- to-day operations. Destination management has
a key role in managing this process. DMO has to be a leader in taking many initiatives and
action programs to fully embrace the implementation of environmental sustainability into
practice. In today's turbulent, fast-changing global business environment with mandatory
requirements of high environmental protection in business practice, DMO has to continuously
adapt to changes, trends and market demands, and to positively respond to all challenges by
overcoming all issues focusing on systematic implementation of more environmental measures
and activities into practice. This is the essential way in order to attain prosperous destination
business, competitiveness, viability in the global market, long-term development and
furthermore, survival of the destination.
However, this process entails mandatory and active participation of all destination
stakeholders, national and local governments, all tourism organizations, the NGO sector, the
entire local community, as well as all individuals. The prime initial role has at first place
national and then local governments as principal duty bearers of societal and sustainable
development and environmental protection. They are institutional support for destination
management. The local government has to provide governance cooperation mechanisms,
public-private partnerships and an adequate management model of DMO with clear
organizational and leadership structure, as well as many other activities and measures to raise
environmental awareness and to support destination management in efficiently managing a
business.
Efficient collaboration among all destination stakeholders and coordination of their
work are also essential to overall destination success. All destination actors and tourism
organizations have to be aware that the degradation of the environment is causing a decreasing
number of tourists and the decline of the destination, which certainly negatively affects all
businesses, the entire destination, and the local community. Therefore, all actions must be
communicated well and carried out in cooperation with all participants within the tourist
destination and creation of partnerships.
From the other side, since current issues have been very similar for over a decade and still
present in the destination practices causing limitation of actions, particularly at the national
level, the international community and its prominent relevant entities and institutions should be
more involved in this process particularly in developing further action plans with concrete
integrated measures and activities that will support green destination practice, as it is suggested
in the research. This future framework of action plans should be also derived by educational
institutions, especially ones with high reputation and supported by global web services
providers, tech and social media companies in promoting environmental sustainable practice of
the people, responsible behaviors and green travel, as their voluntary commitment and
contribution to the global society while being socially responsible companies.
Realizing environmental sustainability into destination practice is a global and
fundamental destination necessity to reduce and minimize negative impacts on the
environment, achieve long-term health and success of the destination, its stakeholders and the
local community contributing to saving resources for future generations and the safety of the
planet. It is responsibility and task of all us to contribute to it.

7.2. Future research

The study implies that future research should be more focused and dedicated to the
environmentally sustainable practices. It should also address the following:
- Case studies of degree of destination environmental sustainability practice particularly in
developing countries;
- Development of assessment scheme with clear criteria to measure degree of destination
environmental sustainability practice;
-Detect and analyze the problems and factors in achieving high levels of environmental
protection in destination and tourism organization practice;
-Analyze case studies of levels of negative destinations impacts on the environment in
developing countries with future activities and actions that can bring positive outcomes at the
destination and tourism organization levels;
-Analyze how to advance and strengthen destination governance and cooperation among the
stakeholders and to further involve private sector in sustainability including development of
new more efficient governance models, organizational and leadership structure to support more
green practices;
-Analyze possibillities of the international community to further positively influence and
support destination environmental sustainability practices with activities and actions plans that
could be developed within measurable results;
-Develop educational activities for raising environmental awareness and congregate measures
in practice including the role of global media support;
-Analyze how the technological progress and emerging technologies can be transformed into
benefits and less costs in implemented environmental sustainability in destination business
operations.
 This kind of research would be of considerable importance for pertaining future
activities, actions and positive outcomes to the destinations, as well as tourism organization
green practices in reaching healthier and better protected environment.

Credit authorship contribution statement

Zorica Duric: Conceptualization, A part of Literature Review, Formal
analysis, Research, Methodology, Writing - original draft, Writing - review & editing.
Drago Cvijanović: Writing - review & editing.
Jasna Potočnik Topler: Conceptulization, A part of Literature Review, Research, Resources,
Writing - re-view & editing.
Declarations of competing interest
None.

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