RESEARCH OF ECO-ENTREPRENEURIAL ASPECTS IN THE MANAGEMENT OF HIGH-CLASS HOTELS IN VELINGRAD

Abstract

In the market system, achieving sustainable development requires the presence of ecological innovations
and entrepreneurs who can successfully implement them on the market. Only actors and companies that achieve
ecological progress in their main business in the mass market can be called "eco-entrepreneurs". In the paper, the
category of eco-entrepreneurship is defined in a narrow and broad aspect, and its typology, in the course of the
research, pays special attention to the pioneers and environmental managers.
The unique combination of mountain climate with thermal mineral springs makes Velingrad a preferred tourist
destination for balneology, spa and wellness tourism. The tendency to expand the high-class hotel base puts on the
agenda a number of issues related to sustainable forms of resource exploitation and strategic initiatives to minimize
the risk to the environment. It won the "SPA Capital of the Balkans" prize for a leading spa resort, confirming the
importance of the tourism business for the city and the region, pointing to the effect of eco-entrepreneurial initiatives
and the challenges facing the industry in general. The object of research are four-star and five-star hotels in
Velingrad. The paper proposes an approach for classification and self-assessment of eco-entrepreneurship within the
boundaries of high-end tourism business in Velingrad. A self-assessment method was also tested, or the so-called
position matrix based on two indicators - ecological priority and market share. The tool was tested on seven hotels,
and the following indicators were analyzed: Business programs and company strategy; Range of products and
services; Organizational and communication processes in relation to environmental aspects; Market effect of ecoproducts
and services.