Perception of the Importance of Applying Environmental Innovations to Tourism Businesses in Slovakia

Abstract

The presented paper focuses on the current state and evaluation of the integration of environmental innovations from the perspective of the tourism enterprise sector in Slovakia. The quantitative approach herein was conducted by means of a questionnaire survey for the assessment of perceptions about environmental innovations in 144 tourism accommodation companies regarding their importance, attractiveness, usefulness, and financial consequences. These innovations are essential for enhancing business efficiency and competitiveness despite their high costs and intensive maintenance. Important aspects include energy-efficient technologies, clean production technologies, and resource efficiency, which have reduced costs, enhanced corporate image, and improved environmental management. In any case, most obstacles have been linked to economic factors or the need for specialized training for these technologies. This analytical study, using descriptive statistics, semantic differentials, and the Friedman test, found no significant differences among businesses and a strong consensus on the adoption of these innovations to improve operational effectiveness. This research deepens understanding of how environmental innovations transform tourism businesses and contribute to business efficiency. Recommendations for policy and business practices that may successfully support implementation and ensure long-term benefits are presented.

1. Introduction

In the modern world, environmental innovations have turned into an integral part of business development, especially in industries closely linked with natural resources, such as tourism [1]. Innovations in this field primarily pursue the goal of improving the efficiency of resource use, reducing the cost of operation, and enhancing business competitiveness [2]. Ecological modernization is a main theme in introducing environmental innovations to tourism. This approach enables firms to apply eco-friendly technologies with a view to increasing their economic efficiency while also minimizing environmental pressures [3]. These are increasingly being adopted due to consumer awareness, regulatory requirements, and efforts by companies towards process optimization through technological advancement [4]. Technological progress, along with economic growth, is considered one of the most ordinary indicators of innovation, acting as a fundamental driving force [5]. The literature views innovations as one of the main causes of economic progress [6]. Empirical studies confirm that innovations are an important factor of business success and competitiveness [7]. Tourism businesses introduce innovations into their work that contribute to increasing energy efficiency, reducing waste, and developing smart technologies in the service delivery process [8]. This decreases the cost, enhances the image, and develops the credibility of the tourism business by appealing to the needs of the newest generation, who are concerned about nature [9]. In this respect, the current study addresses the specific context of Slovak tourism, in which the utilization of environmental innovation is at least partially unexplored. While the findings of previous studies have focused mainly on technological innovations in general, this latter aspect has not been elaborated by service providers in the tourism sector so far. Studies that highlight the role of technological innovations in tourism, they do not indicate how this is applied in the Slovak context [5,10,11]. This paper, therefore, tries to fill this gap through empirical research focused on the perception of environmental innovations among tourism service providers in Slovakia. Although tourism is a significant sector in the economy of Slovakia, very few links relate the sector to environmental innovations. The paper focuses on the specific challenges and opportunities of implementing environmental innovations in terms of economic benefits and technological adaptation by tourism businesses in Slovakia. The following paper is dedicated to the analysis and evaluation of the perception of environmental innovations in tourism enterprises in Slovakia, focusing on their role in business transformation, cost management, and competitiveness enhancement. It investigates how these kinds of innovations are adopted, the challenges that appear in the process of their implementation, and the potential benefits they can bring to business processes.

1.1. Environmental Innovations in Tourism Enterprises

With growing environmental problems at the global level, corporations are giving more emphasis to embracing green practices, products, and strategies in response to societal demand and regulatory compliance. For balancing sustainability with profitability, companies are looking toward the concept of green ambidexterity, which involves pursuing as well as leveraging green innovations in parallel [12]. According to previous research, climate change and global warming threaten the lives of future generations by up to 11% [13]. Currently, the world is experiencing environmental hazards such as air pollution, CO₂ emission, global warming, and ozone layer depletion [14]. The UN has published reports criticizing the unsustainable pathway of global development and has placed emphasis on the urgent need for strategic action to better the condition of humanity, or else the consequences will be catastrophic [15]. Therefore, researchers have called for environmental innovation and technologies [13]. Previous studies have shown that companies in the tourism industry are increasingly adopting eco-innovations as part of a broader business strategy to overcome industry challenges like energy consumption and operational efficiency [16]. Advanced technologies, including renewable energy sources, water-saving systems, and digital solutions, enable tourism businesses to streamline operations and reduce resource waste. A study that compared innovations in 270 Chinese cities found that firms employing smart energy management systems and renewable energy enjoy high cost savings and environmental sustainability [17]. The adoption of green technologies and the installation of renewable energy sources play a key role in enhancing sustainability and efficiency in this sector [18,19,20]. For example, the adoption of eco-friendly technologies in tourism can be significantly impacted by the perceived relative advantage of these innovations over traditional practices, as well as their compatibility with the operational frameworks of tourism enterprises [21]. Examples of widely applied environmental innovations within the tourism context are the introduction of smart management systems that have embedded automated control and allow for the efficient use of resources and travel infrastructures in environment-friendly physical facilities—such as solar power, LED lights, recycling, water-relevant savings—while simultaneously enhancing operational costs for high-quality service delivery [22]. Other areas of innovation include the move towards digitalization, whereby many tourism businesses have adopted electronic booking systems, digital payment methods, and virtual tour applications [23]. In a recent paper, an aggregated sustainability measure for tourism recommendation systems incorporated CO₂ emissions, destination popularity, and seasonality to enhance trip planning with less environmental impact. The model considers the modes of transport emissions, user ratings, search trends, and seasonal visitor data, promoting sustainable tourism through guiding travelers to green alternatives [24]. The literature supports that consumers are ready to pay high prices for services in hotels that employ ecological innovations, such as recyclable products, biodegradable materials, and energy conservation [25]. These innovations will not only enhance customer experience but also reduce paper wastage and increase efficiency in business operations [26]. The effective dissemination of information about sustainable innovations often depends on strong networks among stakeholders, including tourism operators, government agencies, and local communities [27]. These networks facilitate the sharing of knowledge and experiences, thereby increasing the visibility and perceived value of sustainable practices. Despite these, a number of obstacles are still arising: high initial investment costs, the specialized training required, and limited access to financial support for small and medium-sized enterprises. These barriers often discourage companies from fully embracing innovative practices, even when long-term benefits outweigh short-term costs.

1.2. Business Implications of Environmental Innovations

The tourism industry is increasingly acknowledging the economic advantages of adopting green innovations [28]. Environmentally certified hotels such as Green Key or EU Ecolabel have experienced higher occupancy rates and better guest reviews, achieving long-term competitiveness [29]. According to research, companies adopting green technologies have enjoyed increased customer loyalty, improved brand reputation, and higher operational efficiency due to green technologies [30]. In addition, customers will be more inclined to patronize businesses that appear to take the initiative in reducing their environmental footprint, which ultimately translates into a competitive advantage for those tourism enterprises willing to invest in innovative solutions [31,32]. Moreover, different regulatory frameworks in a number of regions try to stimulate the use of environmental innovations through tax reductions, grants, and subsidies [33]. Compliance with these regulations not only secures the enterprises financially but also provides substantial opportunities for gaining better market positions since the direction of tourism enterprise activities corresponds to current industry trends [4]. Although the growth of research in the field of environmental innovations is a positive phenomenon, research gaps still exist [34]. Among the key barriers to the implementation of environmental innovation are the high upfront cost and inaccessibility of simple funding. Specific investment incentives and public–private collaborations can assist in countering such challenges and promoting greater eco-solution diffusion [3]. Fewer studies focus on the long-term economic impacts of small and medium-sized enterprises in the tourism sector adopting environmental innovations. While large enterprises have been studied, the impact of resource constraints on smaller businesses remains insufficiently explored. Few empirical studies examine the influence of behavioral and organizational factors on the adoption of ecological technologies [35]. The factors driving or hindering the adoption of eco-innovations remain unclear. Digitalization and environmental sustainability are weakly integrated in the tourism sector [36]. The impacts of incentives, policies, and regulations on eco-innovations are still under-researched. Institutions support sustainability, but their role in business success and nature conservation remains uncertain [37]. Eco-innovations help protect the environment while creating economic value. The circular economy model minimizes waste and maximizes material recycling [38]. In tourism, they manifest through renewable energy, water-saving installations, and biodegradable products [39]. Green certification programs enhance competitiveness and customer trust [40]. Eco-innovations also help businesses to cope with climate change. Smart energy management systems in hotels and green transport platforms reduce carbon footprint [41]. Despite their clear benefits, their expansion in the tourism industry depends on multiple factors, including financial availability, regulatory frameworks, and the willingness of businesses to adopt new technologies [42]. While large corporations have greater opportunities to invest in ecological solutions, small and medium-sized enterprises face challenges related to higher initial costs and the need for specialized know-how. For this reason, it is essential to strengthen support for eco-innovations through targeted legislation, tax incentives, and educational initiatives.

Eco-innovations have to be strategically implemented, and along with cost-effectiveness, technological feasibility and adaptation of the workforce must also come into consideration [36]. Training programs and knowledge sharing activities are very much essential for smooth changes in companies’ business models [43]. The present study is an in-depth investigation into the perceptions of how tourism businesses have been affected by environmental innovations, with the enterprises’ finite resources finding a balance between economic efficiency and technological advancement [44]. The findings from this study contribute to the existing literature on how domestic tourism industry businesses understand the development of attitudes towards environmental innovation and their respective influence on operational performance.

1.3. Experimental

As pointed out in the theoretical foundations and reviews of studies published on this topic to date, awareness of the suitability and benefits of environmental innovations in tourism businesses is generally increasing. Our aim was therefore to identify this awareness in the context of Slovakia. The research questions reflected the most frequently mentioned characteristics that appeared most often in the studies. In summary, this is an authors’ questionnaire, not a standardized questionnaire. Based on the issue abstraction, our aim was to find out the opinion of the stakeholders operating in the tourism sphere—through the example of tourism businesses providing tourism services in concrete accommodation businesses in Slovakia—on their environmental initiatives. Thus, the research questions were formulated as follows.

RQ1: What is the perception of the importance of applying environmental innovations to tourism accommodation service businesses in Slovakia?

RQ2: Do tourism accommodation service businesses in Slovakia treat environmental innovations as necessary for future entrepreneurship?

2. Materials and Methods

The main aim of this paper was to find out and analytically evaluate the perception of the importance of applying environmental innovations to tourism businesses in relation to a sustainable future.

To achieve the main goal of the study, several research methods were used. The key method for the goal of quantitative data obtainment was the questionnaire. Due to its nature, as stated by the author Taherdoost [36] (p. 8), the questionnaire is ideal for collecting a larger sample and is not tied to personal direct contact with the respondents. When choosing a questionnaire research method, the validity and reliability of the data obtained play a central role [45,46]. Validity and reliability are key requirements for a research instrument in quantitative research [47]. Together with other properties such as objectivity, verifiability, and statistical generalizability of findings, they form the pillars of what can be called good quantitative research. The questionnaire aimed to determine attitudes towards the application of pro-environmental tools in tourism businesses. The questionnaire consisted of eight questions/statements that can reflect attitudes towards the aforementioned innovations and the importance of putting them into practice. The answer options were based on a 5-point Likert scale, which, according to authors such as Joshi et al. [40], is suitable for this type of research. The Likert scale is one of the most popular variations of the summative rating scale in educational and social science research. The importance of the Likert scale in research is undeniable, especially when it comes to measuring attitudes, opinions, behaviors, and preferences [48].

Respondents (tourism accommodation businesses) were approached to participate in the survey between September and November 2024. In the initial phase, a pilot telephone interview took place and, upon consent, an electronic questionnaire created in the MS Forms platform was sent to the respondents. The research sample consisted of businesses providing their accommodation services in Slovakia.

The research sample consisted of 144 businesses providing accommodation services in Slovakia. In terms of category, these were guesthouses that are privately owned by individuals. Their operation is governed by Slovak legislation awaiting a common categorization of the Hotel Stars Union. Characteristically, unlike hotels, they do not have to have at least 10 rooms for tourists in the facility. The capacity and services provided are selected by the business. These are usually small-capacity businesses with up to 10 employees, often family-type businesses. These are typical and predominant in the European tourist region. For the purposes of this research, the results of the opinions of the research sample in a total of 144 business entities were taken into account. More businesses were approached, but only those who completed all items in the questionnaire comprehensively and relevantly were included in the evaluation. The localization of businesses was also monitored. Accommodation service businesses from all eight regions (i.e., the higher territorial units) of Slovakia were represented. According to the Statistical Office, there were a total of 5031 accommodation facilities in Slovakia in 2023. The listed companies fall into the category of legal entities and natural persons with the IČO identifier, that is, entrepreneurs, regardless of the number of employees and main activity, who are registered in the Register of Accommodation Facilities of the Statistical Office of the Slovak Republic and provide temporary accommodation to visitors (active participants in tourism) in tourism accommodation facilities. The services provided in these enterprises were accommodation, as their main content, and catering services. The most common additional services provided by the enterprises were small internal wellness facilities. The questions in the questionnaire were answered by managers in the company who have the authority to decide on current and future changes or innovations.

The data collected was processed in the pilot phase in the MS Excel platform using descriptive statistics tools. Within the results from the contingency tables, it was possible to generally identify overlaps in the opinions of all companies from the research sample.

Subsequently, the semantic differential method was used to express the current perceptions of environmental innovations in tourism service businesses using a 5-point bipolar scale to rate eight statements concerning the characteristics of environmental innovations. The semantic differential method was used for more detailed evaluation of opinions on environmental innovations; this method, as stated by Osgood in 1957, is designed to measure the connotations of words or concepts [49]. It is correct to evaluate attitudes and opinions using contrasting adjectives. Based on the data provided, we created a semantic differential for each item in the table [50]. Nowadays, this method is applied by many disciplines worldwide, such as psychology, sociology, linguistics, marketing research, etc. [51].

For more detailed identification of attitudes regarding the need to apply environmental tools to tourism enterprises, hypotheses were formulated. Their evaluation was carried out through the Friedman test (Figure 1). The two hypotheses established were as follows.

H1:

Tourism accommodation service businesses perceive environmental innovations to be necessary for implementation into their operation in the context of sustainable future development.

H1.1:

Current perceptions of the importance of environmental innovations’ implementation in tourism businesses are statistically significantly different from the opinions of accommodation service businesses.

3. Results and Discussion

3.1. Research Sample Description

For the purposes of this research, the results of the research sample’s opinions were taken into account in a total of 144 businesses (see

Table 1. Distribution of research sample (tourism businesses) according to the year of foundation.

Foundation Year	No.	%
before 1960	4	2.78%
1960–1969	4	2.78%
1970–1979	2	1.39%
1980–1989	2	1.39%
1990–1999	11	7.64%
2000–2009	43	29.86%
2010–2019	61	42.36%
2020–2024	17	11.81%
Total	144	100%

and

Table 2. Distribution of research sample (tourism businesses) according to the region of their operation.

Region	No. of Participating Companies	No. of Addressed Companies	% Share
Prešov	39	198	19.70%
Košice	23	256	8.98%
Žilina	28	132	21.21%
Banská Bystrica	19	150	12.67%
Nitra	10	69	14.50%
Trenčín	8	48	16.67%
Trnava	7	112	6.25%
Bratislava	10	196	5.10%
Total	144	1161	12.41%

). There were more businesses approached, but only those comprehensively and relevantly completed all items in the questionnaire were included in the evaluation.

3.2. Perception of the Importance of Environmental Innovations’ Implementation in Tourism Businesses

To find out the opinions of respondents (tourism accommodation service businesses), eight questions/statements were set, which could subsequently be evaluated through selected research methods, especially for the compilation of a semantic differential. The adjectives or attributes characterizing environmental innovations and their implementation in tourism enterprises were as follows: important, attractive, useful, beneficial, essential, not easy to implement, financially demanding, and maintenance-demanding. These were posed in the questionnaire as specific questions, as follows.

Q Question formulation

Q1 Are environmental innovations important for tourism businesses?

Q2 Are environmental innovations attractive for tourism businesses?

Q3 Are environmental innovations useful for tourism businesses?

Q4 Are environmental innovations beneficial for tourism businesses?

Q5 Are environmental innovations essential for tourism businesses?

Q6 Are environmental innovations not easy to implement for tourism businesses?

Q7 Are environmental innovations financially demanding for tourism businesses?

Q8 Are environmental innovations maintenance-demanding for tourism businesses?

The basic statistical evaluation of these eight questions is presented in

Table 3. Descriptive statistics: perception of the importance of applying environmental tools to tourism businesses.

	Average	Median	Mode	Mode Frequency	Min	Max	Lower Quartile	Upper Quartile	Standard Deviation
important	4.1790	4	4	290	1	5	4	5	0.7533
attractive	3.7993	4	4	264	1	5	3	4	0.8626
useful	3.6239	4	4	230	1	5	3	4	0.9087
beneficial	3.8156	4	4	244	1	5	3	4	0.9298
essential	3.9964	4	4	245	1	5	4	5	0.9089
not easy to implement	4.1790	4	4	291	1	5	4	5	0.7684
financially demanding	3.8227	4	4	246	1	5	3	5	0.9287
maintenance-demanding	3.9959	4	4	242	1	5	4	5	0.9056

, which highlights the results of mean, median, and mode values; standard deviations; and others, using descriptive statistics.

To provide a more comprehensive and detailed analysis of the responses to the individual research questions, these questions were subject to cumulative verbal evaluation, with their numerical data presented in

Table 4. Perception of the importance of applying environmental tools to tourism businesses.

RQ1 Are environmental innovations important for tourism businesses?
Question 1	Frequency	Cumulative Frequency	Relative Frequency	Cumulative Relative Frequency
Agree	79	79	54.87%	54.87%
rather agree	52	131	36.11%	90.98%
neither agree nor disagree	12	143	8.33%	99.31%
rather disagree	1	144	0.69%	100%
disagree	0	144	0%	100%
RQ2 Are environmental innovations attractive for tourism businesses?
Question 2	Frequency	Cumulative Frequency	Relative Frequency	Cumulative Relative Frequency
Agree	49	49	34.02%	34.02%
rather agree	45	94	31.25%	65.27%
neither agree nor disagree	39	133	27.08%	92.35%
rather disagree	8	141	5.56%	97.91%
disagree	3	144	2.09%	100%
RQ3 Are environmental innovations useful for tourism businesses?
Question 3	Frequency	Cumulative Frequency	Relative Frequency	Cumulative Relative Frequency
Agree	72	72	50.00%	50.00%
rather agree	55	127	38.19%	88.19%
neither agree nor disagree	14	141	9.73%	97.92%
rather disagree	2	146	1.39%	99.31%
disagree	1	144	0.69%	100%
RQ4 Are environmental innovations beneficial for tourism businesses?
Question 4	Frequency	Cumulative Frequency	Relative Frequency	Cumulative Relative Frequency
agree	63	63	43.75%	43.75%
rather agree	55	118	38.19%	81.94%
neither agree nor disagree	20	138	13.89%	95.83%
rather disagree	4	142	2.78%	98.61%
disagree	2	144	1.39%	100%
RQ5 Are environmental innovations essential for tourism businesses?
Question 5	Frequency	Cumulative Frequency	Relative Frequency	Cumulative relative frequency
Agree	58	58	40.28%	40.28%
rather agree	56	114	38.89%	79.17%
neither agree nor disagree	27	141	18.75%	97.92%
rather disagree	2	143	1.39%	99.31%
disagree	1	144	0.69%	100%
RQ6 Are environmental innovations not easy to implement for tourism businesses?
Question 6	Frequency	Cumulative Frequency	Relative Frequency	Cumulative Relative Frequency
agree	57	57	39.58%	39.58%
rather agree	37	94	25.70%	65.28%
neither agree nor disagree	24	118	16.67%	81.95%
rather disagree	5	123	3.47%	85.42%
disagree	21	144	14.58%	100%
RQ7 Are environmental innovations financially demanding for tourism businesses?
Question 7	Frequency	Cumulative Frequency	Relative Frequency	Cumulative Relative Frequency
Agree	89	89	61.80%	61.80%
rather agree	41	130	28.47%	90.27%
neither agree nor disagree	11	141	7.64%	97.91%
rather disagree	3	144	2.09%	100%
disagree	0	144	0%	100%
RQ8 Are environmental innovations maintenance-demanding for tourism businesses?
Question 8	Frequency	Cumulative Frequency	Relative Frequency	Cumulative Relative Frequency
agree	56	56	38.89%	38.89%
rather agree	49	105	34.03%	72.92%
neither agree nor disagree	31	136	21.53%	94.45%
rather disagree	6	142	4.16%	98.61%
disagree	2	144	1.39%	100%

for each specific query. The first question focused on the significance of environmental innovations in the tourism sector. Respondents identified the importance of these innovations primarily in the context of economic benefits, such as cost savings derived from environmentally friendly technologies. Over half of the tourism businesses surveyed regarded environmental innovations as highly significant, emphasizing their potential advantages for both the business owner and the broader environment, including energy conservation and resource management. Only 8.33% of respondents expressed uncertainty regarding the importance of these innovations, suggesting that their current business conditions might be perceived as sufficiently optimized, which contributed to their hesitation. The standard deviation for all responses was nearly 1, indicating that both extreme values (1 and 5) were selected on the Likert scale. This variation may be attributed to the fact that for many businesses, the future integration of pro-environmental strategies is important, though economic stability remains the foremost consideration when undertaking such initiatives.

The second question aimed to assess the perceived attractiveness of environmental innovations. Respondents’ views on attractiveness were assessed from two perspectives: that of the tourism service provider and that of the tourism consumer. Compared to the first question, the results here were more ambivalent, with some respondents expressing negative views. Nevertheless, approximately two-thirds of respondents acknowledged the potential attractiveness of these innovations for tourism businesses, viewing them as tools with which to attract eco-conscious customers. This finding aligns with previous research, indicating that ecologically minded tourists actively seek establishments with environmentally sustainable practices [46,52]. Nearly 8% of respondents, however, did not consider these innovations attractive, stating that their presence had no significant impact on the business’s appeal to customers, and they were not considered necessary for implementation at the present time.

The third question explored the perceived usefulness of environmental innovations for tourism businesses. The positive perception of these innovations was more pronounced, with results comparable to those obtained in Question 1. Environmental innovations in the tourism sector provide numerous benefits that can enhance both sustainability and competitive advantage. Innovations are a key development and driver of value generation in emerging tourism and hospitality businesses that create higher efficiency and competitiveness [53] These innovations, including energy-efficient technologies and processes, contribute to operational efficiency while mitigating environmental harm. A study by [54] found that the implementation of technologies such as solar panels and energy-efficient equipment significantly reduces operational costs in hotels and other tourism-related establishments. These savings can be reinvested into business development, thereby improving service offerings. In addition to economic advantages, environmental innovations can enhance a business’s reputation. Research indicates that tourists prefer businesses that are committed to environmental protection, and those adopting sustainable practices such as recycling and sustainable food services can attract more customers and foster loyalty. Moreover, these innovations contribute to the conservation of natural resources and biodiversity, ensuring the long-term viability of tourist destinations. Studies indicate that practices such as ecological gardens and local ecosystem preservation contribute to the sustainable development of tourism by safeguarding natural assets [55]. Overall, environmental innovations provide a blend of economic, social, and environmental benefits that are essential for the sector’s sustainable development. Businesses investing in these innovations not only contribute to environmental preservation but also improve their market competitiveness.

Regarding the perceived benefits of environmental innovations for tourism businesses (Question 4), the responses were more favorable than those concerning their perceived usefulness. Respondents regarded these innovations as advantageous, which is consistent with findings from other studies. For instance, Gavrilović and Maksimović [49] highlighted the benefits of environmental innovations, noting that environmental protection and the conservation of natural resources—through reduced energy consumption and decreased pollutant emissions—contribute to a more sustainable tourism sector. In terms of necessity (Question 5), nearly 80% of respondents considered environmental innovations to be critical for the immediate success of tourism businesses. Question 6 addressed the perceived difficulty of implementing these innovations, with respondents indicating that, from a technical perspective, the integration of such tools was not particularly challenging. However, the number of tools implemented and the duration of the implementation process were recognized as key factors influencing the adoption of environmental innovations. Question 7 examined the assumption that environmental innovations and their associated tools are financially demanding, as suggested by various studies [50,51]. The approval rate for this assumption reached 90%.

The final question, Question 8, focused on the maintenance of environmental innovations. The concept of maintenance has largely been overlooked in innovation theory, although it primarily pertains to societal innovations that support the sustainability of institutional structures (regulatory, normative, and cognitive frameworks) in practice [52]. In this case, more than two-thirds of respondents agreed that environmental innovations are maintenance-intensive and expressed concern about potential hidden costs associated with their upkeep in the future.

For the next sub-part, another eight statements were proposed to the respondents. The statements were based on a bipolar scale (as opposites) and were evaluated by respondents on a 5-point scale. The bipolar scale has opposing expressions at the extreme poles. It is often used to assess characteristics, personality, etc. The individual statements differed from those in the previous section above. They reflected the results of studies describing the benefits of environmental innovations in the tourism sector. The average values of the responses are presented in

Table 5. Average values of eight statements.

No.		Average
1	Environmentally responsible	1.54	Environmentally irresponsible
2	Socially responsible	2.1	Socially irresponsible
3	Product innovative	1.65	Product non-innovative
4	Economically beneficial	1.8	Economically disadvantageous
5	Affects business growth	1.83	Doesn’t affect business growth
6	Practical	1.15	Impractical
7	Resource-efficient	2.28	Resource-inefficient
8	Community-inclusive	1.95	Community-non-inclusive

.

Based on the average ratings, it is evident that the majority of responses tended towards positive descriptors, indicating that respondents perceived these aspects as important or attractive. As reflected in the average values, the opinions of most respondents were grounded in a positive outlook. The highest average value was observed in relation to resource efficiency, with the majority of respondents recognizing such innovations as energetically advantageous. These innovations are expected to reduce current consumption levels and, more importantly, to initiate a transition away from traditional energy sources, with a focus on replacing them primarily with renewable natural resources to ensure sustainable future operations. Conversely, the lowest average value was recorded in relation to the practicality of green innovations. Given their relatively limited application in practice, respondents expressed concerns regarding their maintenance, fearing potential hidden challenges. They raised issues such as the need for extensive operator training, the associated costs, and the requirement for certified technicians for repairs, if necessary. On a more positive note, a high value was attributed to social responsibility. Respondents believe that by implementing environmental innovations, they are not only contributing to a more responsible social policy but also inspiring other businesses and individuals within their community to adopt similar practices. This sentiment aligns with another highly rated assertion regarding the community-inclusive benefits of environmental innovations (Figure 2).

To evaluate the established hypothesis, eight opinions on environmental innovations were rated on a scale from 1 to 5, and we aimed to find out whether tourism businesses preferred a given opinion or not. The evaluation was processed using the Friedman test.

Friedman test

? Friedman (in, null, 1, 0)

Friedman test results with 144 blocks and 8 ‘treatments’:

Chi2(7) stat 76.5369, p-value 6.98696 × 10⁻¹⁴

p-value = 6.98696 > 0.05. Based on this result, hypothesis H1.1 can be rejected. The result indicates that there is no statistically significant difference in the opinions of tourism enterprises on environmental innovations. The opinions of the majority of respondents from tourism businesses are that there will be a need for increased implementation of environmental innovation tools in the future. With joint efforts, these initiatives can lead to a more sustainable future.

In comparing the results with previous studies, it can be concluded that environmental innovations in the tourism sector offer a range of benefits that can significantly enhance both the sustainability and competitiveness of businesses. These innovations encompass technologies and processes that mitigate negative environmental impact while simultaneously improving operational efficiency. A key benefit of environmental innovations is the reduction of energy and material costs. The adoption of environmentally friendly technologies, such as solar panels and energy-efficient equipment, results in substantial reductions in operating costs for hotels and other tourism facilities [56]. These savings can then be reinvested into further development and service enhancements. Beyond economic advantages, environmental innovations also play a pivotal role in enhancing the image and reputation of businesses. Research indicates that tourists tend to favor businesses that demonstrate a commitment to environmental protection [31]. Establishments implementing environmentally friendly practices, such as recycling and sustainable food options, are more likely to attract customers and foster increased loyalty. Additionally, these innovations contribute to the preservation of natural resources and biodiversity. Scientific studies suggest that environmental practices, such as ecological gardens and the protection of local ecosystems, help to conserve natural resources, thereby ensuring the long-term appeal of tourist destinations [46]. Overall, environmental innovations provide a combination of economic, social, and ecological benefits that are vital for the sustainable development of tourism. By investing in these innovations, businesses not only contribute to environmental conservation but also enhance their competitive position in the market.

4. Limitations and Future Research

As noted, this study is a pilot investigation conducted in Slovakia, focusing on the opinions and interests of accommodation service providers, particularly in the guesthouse category, in relation to the implementation of pro-environmental tools. These preliminary findings offer opportunities for further research from various perspectives, including economic, temporal, motivational, and other types. From a type perspective, further research could explore the tools already employed by businesses to improve their environmental performance and identify additional tools that may be of interest in the future. From a temporal perspective, it would be valuable to investigate the time horizons associated with logistical planning, distinguishing between short-term and long-term strategies. In terms of economics, there is potential for research into which environmental tools are perceived as less or more economically demanding in terms of initial procurement. An additional area of exploration could involve examining the economic costs associated with the operation and maintenance of these tools. From a motivational standpoint, future studies could explore the motivations driving businesses to implement these tools. These motivations may stem from legislative incentives or from individual business owners’ intrinsic interest and attitudes toward environmental responsibility. In addition to the above, a main aim of further research will be to investigate the green production of pro-environmental tools. Many of them use alternative natural resources, and these have significant potential to reduce dependence on standard sources of energy. This effect compensates for the cost of payments for the aforementioned standard energy sources. Monitoring their efficiency and return on investment will probably be the greatest ambition of future research. Given the findings outlined above, it is evident that there is significant potential for further research across these various dimensions.

5. Conclusions

The need to integrate environmental elements into tourism enterprises can be approached from various perspectives. In the current era, marked by significant environmental challenges such as climate change, biodiversity loss, and environmental pollution, it is imperative for tourism enterprises to actively incorporate environmental considerations into their strategies and operations. Sustainable tourism, which encompasses ecological, economic, and social dimensions, is increasingly recognized as a critical factor for ensuring the long-term viability of the sector. The contribution of environmental tools to sustainability and environmental protection is unequivocal, and their adoption can substantially aid in the conservation of natural resources, which is essential for maintaining the attractiveness of tourist destinations. The implementation of environmental tools within the tourism sector in Slovakia is experiencing growth. A growing number of enterprises are recognizing the direct impact of their activities on the environment and are beginning to adopt measures to mitigate this impact. Slovakia, a country rich in natural and cultural heritage, possesses a unique opportunity to leverage sustainable tourism as a means to safeguard its natural resources while enhancing quality of life for its inhabitants. Programs such as “Green Hotels” and initiatives supporting ecological activities in tourist areas illustrate that businesses can reduce their ecological footprint while simultaneously improving their competitiveness and appeal to tourists.

Empirical studies indicate that businesses that adopt environmental practices derive multiple benefits. Digital monitoring systems offer more efficient water and energy consumption management, reducing operating costs and improving customer satisfaction. Such innovations are increasingly being considered a strategic advantage for tourism business companies [57]. For instance, research on sustainable tourism in Europe demonstrates that hotels focusing on ecological measures—such as energy conservation, waste reduction, and support for local products—not only lower operational costs but also enhance customer satisfaction [54]. Furthermore, other studies have found that tourists are willing to pay a premium for environmentally friendly services, suggesting that sustainable practices can lead to increased revenue [55]. In addition to economic advantages, the social and environmental benefits of sustainable tourism are significant. This approach contributes to the preservation of cultural and natural heritage, supports local businesses, and improves overall quality of life for local residents. Successful examples of ecotourism in Slovakia, such as projects in the Tatra National Park and the Slovak Paradise region, demonstrate that well-designed environmental tools can promote the development of the area without adverse environmental impacts. Despite these advancements, the current state of environmental tools’ implementation in Slovakia’s tourism sector reveals substantial room for improvement. Long-term research should focus on the interlinkage of digital transformation with environmental innovations and their application in the context of the circular economy. This may significantly encourage the transition towards sustainable tourism and allow entrepreneurs to better respond to environmental issues [3]. While some businesses have begun adopting environmental measures, there remains a pressing need to raise awareness regarding the importance of sustainable development and to motivate additional entities to embrace these principles. Education and awareness campaigns are crucial for shifting the attitudes of both entrepreneurs and tourists towards environmental responsibility. Additionally, there is a need for supportive legislative and financial mechanisms that facilitate the transition to sustainable tourism practices. In conclusion, the integration of environmental elements into tourism enterprises is not only necessary but also advantageous from economic, social, and environmental perspectives. A sustainable approach to tourism can contribute to the protection of natural resources, support local communities, and enhance Slovakia’s competitiveness as a tourist destination. The adoption of environmental tools in tourism should be prioritized not only by entrepreneurs but also by governmental institutions and non-governmental organizations focused on environmental protection. Ultimately, it is through collective efforts that we can ensure that tourism contributes to sustainable development and the preservation of our natural heritage for future generations.

5.1. Theoretical Implications

The research makes a theoretical contribution by expanding the literature on sustainability-related innovations in tourism firms. The research makes a contribution to the debate on the intersection of environmental economics, ecological modernization theory, and diffusion of innovations theory by showing how green technologies are adopted in the tourism industry. The majority of existing research has focused on the adoption of sustainability initiatives in multinational tourism companies [49,56], whereas this paper highlights how small and medium-sized tourism enterprises (SMEs) adopt and introduce such innovations. By way of an analysis of the adoption of sustainability-driven innovations in tourism companies, this paper expands the use of theoretical models in sustainable development and highlights their relevance in this sector. Furthermore, this research provides an overview of the particular hurdles and barriers to the adoption of environmental innovation by SMEs in Slovakia, contributing to ongoing academic discussion on the position of national and regional policies in sustainability transitions. The intersection of circular economy and digital transformation principles is also a novel research field within tourism. The findings suggest that a combination of policy incentive, market forces, and technological advancements is required to overcome resistance to change in the introduction of environmental innovations. Future research must examine these variables in greater detail, applying longitudinal studies in order to look at the longer-term impact of sustainability-driven innovations on tourism businesses.

5.2. Managerial Implications

From a business perspective, this study identifies the need for environmental innovations in tourism businesses as a core part of their business strategy. It affirms that businesses that incorporate their sustainability functions prosper with more efficiency, cost-effectiveness, and improved competitive edge. Through the incorporation of environmental controls such as green certification, green infrastructure, and intelligent technology, firms can acquire a good reputation and access ecologically conscious customers. One of the most significant managerial implications is that there must be formal education and training programs for tourism business managers, in order to equip them with sufficient knowledge and skills for the successful implementation of sustainability-oriented innovations. This study recommends digital leadership as an eco-innovation enabler, emphasizing that managerial support for digital transformation is critical for final success. Similarly, it brings into focus cooperation among government departments, private companies, and green organizations to create an enabling environment for the operation of green tourism. The use of financial incentives, such as tax credits, subsidies, and preferential loans, for businesses adopting green methods is also highlighted in this study. Policymakers are required to introduce some funding schemes to assist SMEs in addressing the costs of going green. In addition, tourism companies must seek partnerships with technology providers so that they can implement smart monitoring systems that optimize the utilization of resources and minimize wastage. Finally, this study provides business managers with pragmatic recommendations on how they can reconcile customer needs and sustainability practices. With customers increasingly seeking sustainable tourism products, those business firms that anticipate and implement green programs will be industry leaders. Transparency on sustainability efforts, for example, by releasing environmental impact reports and undertaking CSR initiatives, also reinforces consumer trust and brand loyalty. This study suggests tourism managers need to embrace green innovation positively in a manner that ingrains sustainability within their overall business culture. This study was a pilot study for studies in the field. In the initial half of the study, the major aim was to determine how accommodation service providers perceive attempts to carry out greener business operations at the international level and how they respond to them. The results of the study were also probably affected by the current pandemic period, which has hugely influenced tourism businesses. They have been subject to stringent restrictions for decades. Theirs is not merely economic battle, but a battle to survive until business improves. The contribution of this study is mainly a more detailed study of the mindset of managers of such businesses and how they are coping in a challenging time when they themselves are fighting for survival, from an environmental point of view. Projects on the European level (but also in local contexts) have appealed to businesses to employ more and more tools that are good for the environment, but at the same time, they must also stimulate businesses to do so. Taking into account that the advantages of such tools are numerous, one should not forget that they can have their flaws as well. These are, namely, the complexity of their purchase and the difficulty of their operation or maintenance. These theses were confirmed by the managers of the respective firms, as the findings show.