Role of technological innovation for sustainable management of tourism organizations

The principles of sustainable management are applicable to all sectors, and especially to tourism, as they relate to the environmental, economic and socio-cultural aspects of the development of the activity. Tourism and sustainable development are inextricably linked given that the tourism product is based on the natural resources and the preserved cultural identity of peoples. Tourism organizations shape their offering by establishing an appropriate balance between these three dimensions in order to offer an attractive tourism product. This is possible only by building a system for sustainable development of the tourist organization. In the present study, the relationship between innovation and sustainable management of tourism organizations is sought. For this purpose, the possibilities for innovation in the activity of the tourist organization are presented, the principles of sustainable management of the organization are clarified and the role of the system for sustainable management is outlined. As a result of the conducted research, technological innovations are presented that allow organizations to use resources more rationally and achieve sustainable development.


Introduction
The modern tourist market has many characteristics, but among the most important are its dynamism and development prospects.Competition in the tourism sector is becoming more and more fierce and requires every tourism enterprise to constantly prove its superiority over its competitors, who are not only in the specific destination, but in different parts of the world.This necessitates the rapid introduction of innovations in the tourism sector, regardless of the destination in which the tourism organization is located.
In addition to this, the negatives of the global financial, economic and social crisis are also manifested, as well as the consequences of the dangers of disrupting the ecological balance, which were realized at the beginning of the XXI century.In this regard, sustainable development is embedded in national policies and mechanisms for the development of economic activities, including in the tourism sector, so as to ensure the protection of the environment, economic growth and the "social health" of society, taking into account its cultural characteristics.
The tourism sector takes into account the changes in society, which has realized that the further development of humanity is impossible without taking serious care of the environment and should take into account the interest of all interested parties, which is impossible without sustainable management.
In this regard, tourism and sustainable development are inextricably linked, considering that the tourism product is based on natural resources and the preserved cultural identity of peoples.
In the present study, the relationship between innovation and sustainable management of tourism organizations is sought.For this purpose, the place of innovation in the application of the principles of sustainable management, which leads to a more rational use of resources, will be considered.As a result of the study, specific technological innovations contributing to the sustainable development of organizations will be provided.

Literature review
There are a number of definitions of the term "innovation", which is derived from the Latin "innovatio", meaning the creation of something new.Five hundred years before the new era, Heraclitus claimed that "the most constant thing is change", i.e. innovations, as carriers of change, are the most sustainable competitive advantage.The variety of definitions stems from the different goals that different authors set for themselves in their research.
Innovations considered from a macroeconomic point of view are part of the driving forces of the economy, but at the same time, considered at the micro level, they are a driving force for the prosperity and efficiency of the individual economic unit (organization).
Due to the specificity of the tourist market, the type and size of the tourist organizations and their level of income, the implemented innovations are the result of their entrepreneurial activity.It is related to the creation of new products, the implementation of new business processes, the implementation of new ideas for organizing the service, improving the technologies used in the service process, finding new markets, attracting new customers, etc. 1.The question of the relationship between entrepreneurship and innovation has been examined in detail and systematically by P. Drucker, who says: "Innovation is a specific tool of entrepreneurs through which they exploit change and novelty as an opportunity to realize a different business or service.Innovation can be presented as a discipline, it can be studied, it can be practiced.Entrepreneurs must purposefully look for the sources of innovation, the changes and their symptoms that show where the opportunities for successful innovation are" 2.Of course, P. Drucker considers innovation in the broadest sense of the word.Here, innovation is not only seen as a research activity, for scientific or technical discoveries, or for technological development, but in most cases it is the result of a persistent and purposeful search for new possibilities 3.This process begins with the analysis of the sources of new opportunities, continues with the mobilization of the necessary resources to implement the innovation, and ends with the use of the new opportunities for the purposes of the entrepreneurial business.Most of the successful innovations are well focused on specific business and market outcomes.The path of discovering and reaching them among the many other opportunities in the market and in business is complex and difficult.
Of the authors considering innovation as a process, the classification proposed by H. deserves attention.Haustein and H. Maier , according to which innovation is always a change in the technological system with a large impact on the organization 4, p. 9.They propose a classification that is based on a cluster analysis between 20 criteria and 274 features of innovation, based on the research of L. Uhlmann, defining the following groups 4, p. 11: • innovations reducing costs within the state energy enterprises; • cost-cutting innovations within large energy enterprises, without external transfer of technology; • innovations in industrial enterprises without external technological transfer; • innovations based on technology transfer from energy distribution enterprises; • innovations based on technology transfer within small enterprises; • innovations implemented by independent inventors; • innovations based on the "trial-error" method; • innovative modernizations financed by multinational enterprises; • market-oriented innovations in accordance with state policy; • market-oriented innovations, within the leading associations of private enterprises; • market-oriented innovations, mainly in large enterprises; In the tourism sector, the transfer of innovations from other sectors with their modification for the purposes of the activity is usually observed, or, according to this classification, "innovations based on technology transfer within small enterprises" prevail.This innovation implementation strategy is known as innovation diffusion.
Diffusion of innovations is a concept that is deciphered as the spread of a successful innovation beyond the scope of its initial implementation.The concept is also known as "horizontal technology transfer".The reasons for the emergence of the diffusion of innovations are different.On the one hand, an impetus for the spread of a given innovation can be sought in the already successful implementation of the innovation by a given enterprise, on the other hand, it could be due to an existing interdependence between the decisions of different business entities to adopt the innovation.Some of the authors working on the issue believe that this process of diffusion of innovations is due to the momentum of past experience.Another group of researchers believe that the diffusion of innovations is due to the fact that innovation projects are evaluated against already implemented and pending innovations.
The main types of innovations in the tourism organization can be considered according to the goal they pursue, namely the achievement of economic or social efficiency 5.In the first case, the economic effect of the implemented innovations is examined, and in the second, the effect on the corporate image.

Research methodology.
For the purposes of the research, standard scientific methods were used (such as a systematic approach, deduction, induction, content analysis, etc.) A literature review was performed to clarify basic theoretical concepts.A significant part of the research is devoted to the analysis of the principles of sustainable tourism development and sustainable management.A qualitative textual analysis of the application of innovations and the opportunities they provide to the tourism organization for sustainable development was also carried out.

Results
Environmental protection and sustainability plans are at the forefront of economic and political discourse, and the measures envisaged in them result in large costs for both public and private organizations.It is the adopted strategic documents and directives that require the private and public sectors to adopt sustainable practices in order to accelerate the global transition.
In this regard, directing investments in tourism to the successful implementation of Agenda 2030 and the Sustainable Development Goals are on the agenda as priorities in tourism.In the 2030 Agenda for Sustainable Development, the UN sets 17 goals that can be grouped into four categories: economic, environmental, socio-cultural and governance.According to the UN, tourism has the potential to provide sustainable solutions for people, for the planet and for the maintenance of world peace, which will help to achieve the goals set in the Program.Recognizing the important role of tourism, the UNWTO sets as its theme to celebrate World Tourism Day in 2023, investment and innovation for sustainable development.UNWTO focuses on the prosperity of tourism through investments in people and in sustainable technologies, on the joint efforts of the state, society and entrepreneurs.The main types of innovation, implementation with economic expediency are 6: product innovations.Product innovation is related to the introduction of a new or improved product that differs from the company's current products and services.This type of innovation does not include product changes that are due to only minor changes; process innovations.Business process innovation in an organization is related to the implementation of a new or improved process that is significantly different from the previous business processes in the enterprise.Business process innovation includes new and improved methods of service delivery; procurement, delivery and distribution; communication and information processing; accounting and other administrative activities; organizational innovations.They are based on business practices for organizing the work process and relationships with other enterprises and organizations; organization of work related to the distribution of responsibilities, decision-making and human resource management; 1269 (2023) 012038 IOP Publishing doi:10.1088/1755-1315/1269/1/0120384 marketing innovations.This type of innovation is associated with innovations made by the enterprise in the direction of the marketing methods used for promotion, pricing, placement and customer relationship management.
In addition to innovating to achieve the organization's economic goals, more and more tourism businesses are also turning to non-economic innovations in their quest to respond to changes in consumer behavior and expectations.
Non-economic innovations are oriented towards the sustainable management of the tourist organization and include the following types 7:  social innovations -they are related to the processes of development and implementation of effective solutions aimed at supporting social progress and in most cases are based on the desire to solve social problems in the organization;  sustainable innovations, also known as "green innovations" -these are innovations that aim at sustainable growth based on minimizing the harmful impact of activity on the environment and making more efficient and responsible use of natural resources;  responsible innovation -their focus is building a relationship between researchers, business, citizens and educational institutions, with the aim of cooperation in the overall process of creating innovations that meet the needs of society to the greatest extent.
From the presented classification, we can summarize that the innovation activity of the tourist organization unites all activities on the implementation of innovations, regardless of whether they aim to optimize the activity, develop corporate social responsibility or sustainable management.In this regard, the tourism organization has the potential through the implementation of innovations to unite all aspects of sustainable management by combining the management of the organization, the environment in which it operates and the creation of appropriate products based on responsible tourism.
Innovations aimed at sustainability are a key component for a more sustainable development of tourism.Around the world, organizations and destinations are becoming more creative in their approach to achieving sustainability.Sustainable management is necessary as it is an important part of the ability to successfully maintain the quality of life on our planet.Sustainable management is necessary, not only because it is an important part of the global goals for maintaining the quality of life on our planet, but also because by applying it to all aspects of economic and social life, it brings benefits to society and business [8].Realizing the benefits of sustainable management, business organizations strive to be sustainable in order for the business to remain on the market and be competitive.On the other hand, communities also need sustainable management, because if a community is managed sustainably, it will retain its values and prosper.The environment and natural resources also need to be managed sustainably to be preserved and used not only by our generation but also by future generations.Sustainable personal life management allows, by making decisions that help maintain the immediate environment in which one exists, to lead to personal emotional and physical well-being. .The importance of innovation for sustainable management is at the heart of the principles of sustainable management:  The success of sustainable management is only possible through efficient analysis and implementation of the most effective policies and strategies.Rising production costs for businesses due to the lack or high cost of resources have made it extremely important to invest in the implementation of sustainable technological innovations, organizational innovations, policies and strategies that would ensure maximum return on investment.Such examples are resource-saving technologies (solar panels, solar power plants, water treatment plants, etc.), robotization of part of the service processes, etc.
 Sustainable management meets the requirements of national environmental regulations and policies and creates product innovations based on direct contact with pure nature to restore people's psycho-physical health.At the heart of this governance is an understanding of human dependence on nature and its use to ensure the collective well-being of all.
 Sustainable management ensures the use of natural resources without putting them at risk of depletion and allowing them to recover for further needs.It is the dependence of the tourist business on the resources that attract the tourist that necessitates the change in their views and directing their management in the direction of sustainable business development.
From the above, it can be concluded that sustainable management at the organizational level is based on the concepts of sustainability, synthesizing them in its management concepts.The concept of sustainable management has three branches: the environment, the needs of current and future generations, and the economy.Using this concept, the organization builds an internal system through which it achieves its economic goals with the maximum limitation of the resources used, taking into account the needs of current and future generations.Effective sustainability management can help achieve the following goals:  Impact on the global economy: Sustainability management enables organizations to reduce fuel costs and alleviate the health impacts of water and air pollution.This is especially important for transport companies in tourism, but also for the hotel and restaurant business, which adopt good practices for recycling used materials, building treatment plants, using renewable energy sources and others.
 Ensuring a sustainable future: Sustainability management is a constructive approach to ensuring a sustainable future for tourism destinations through the protection of cultural heritage, natural assets and resources.These priorities have wide acceptance in the private and public sector, which is of primary importance for the success of the measures undertaken.
 Ensuring long-term growth: Sustainability has become a priority across sectors.The tourism business recognizes the need to adopt sustainable means of survival in the future, realizing the economic expediency of investments in technological innovations that lead to the saving of resources -energy, labor, natural.
A large part of organizations in tourism, oriented towards sustainable management, meet the criteria of the certification systems of organizations that manage their activities sustainably, but others do not consider it necessary and implement innovations that lead to the optimization of processes and activities, saving the used resources and offering ecological products that attract tourist interest.
Regardless of whether it will be certified or strives to optimize the activity, the tourism organization needs to build an internal Sustainability Management System (SMS) in order to achieve efficiency.
Built-in SMS enables risk identification, monitoring and management.Through the system, the problems of the environment, community, culture, quality, human rights, health and safety are identified and opportunities are sought for their solution according to the activity and scale of the organization.SMS includes managing and controlling identified risks and outlining measures to deal with any potential crises.Following the principles of monitoring risks and taking actions to control them, SMS enables continuous improvement of the efficiency and sustainability of the organization.This is achieved by documenting all processes in the system, which enables traceability and sustainability of the measures taken.Tourism organizations that have adopted sustainable management use sustainability as a pillar to mitigate the negative impacts arising from the activity in the consumption of natural resources and the economic and social impact on the communities in the destinations in which they operate.Initially, the sustainability approach in organizations in the tourism sector is used as part of their economic strategies to obtain competitive advantages and optimize costs by reducing energy and water consumption, and social protection and environmental protection are often neglected.Today, most organizations that have adopted the sustainable management approach consider not only their economic interests, but also the interests of all stakeholdersstaff, customers, society.
From the indicated relationship between innovations and sustainable management, it can be concluded that in order to achieve the set corporate goals, sustainable management acquires an increasingly vital role in business decisions, and the implementation of innovations occupies a central place in business management.
Recognizing the important role of investment and innovation for sustainable management, the UNWTO called on the international community, governments, multinational financial institutions, development partners and private sector investors to unite around a new strategy for investment and innovation in tourism.9].

6
Undoubtedly, in addition to global sustainable development policy, the COVID crisis has also had a serious impact on the motivation not only of tourism businesses to seek sustainable solutions in their activities to optimize costs, but also of tourists looking for sustainable tourism products.
According to data published in Trip.comGroup's Sustainable Travel Consumer Report 2022, based on a survey of more than 7,700 respondents from eleven markets in Asia and Europe [10, p. 4], 78.7 % of travelers perceive sustainable travel as particularly important in their tourism journey, while only 3.7% downplay or deny it.
The motivation of people who choose sustainable travel can be different, for 50.5% of respondents it is the concern for the impact of travel and for future generations, for 26.8% sustainable travel improves tourist experiences, 13.2% follow trends to travel sustainably, and 8.4% travel sustainably due to societal and regulatory pressure.From the given data, it can be summarized that the main reasons to travel sustainably are two.The first group of respondents indicate the positive impact they can have on the world by traveling sustainably, the other -acting in accordance with public expectations or complying with social norms (Fig. 1).Whatever their motives, the need for sustainable tourism is a global consensus and will be a priority in all economic and social activities from now on.-the economic effects are related to the support for local business and livelihood.The support aimed at tourists undertaking sustainable tourism is aimed at the use of tourist products offered by local residents -accommodation services, meals, local attractions, souvenirs, etc. Support from the state is linked to financing local entrepreneurs for investments in sustainable solutions.
-cultural effects are related to the preservation of the culture and cultural heritage of the local community.Tourists looking for outreach products based on the culture of the local community perceive them as a form of sustainable travel.The state and local authorities financially and organizationally promote the creation of products protecting local culture and cultural-historical sites, which influences the emergence of new sustainable products.
-ecological effects are related to the protection of the environment, limiting the use of products and activities that destroy it.Tourists who consider themselves to practice sustainable travel seek to limit the use of disposable consumables.On the other hand, the state encourages businesses to use renewable resources in their activities, either by financing such investments or by creating regulatory requirements to limit the negative impact on the environment.
-the effect on the preservation of biological diversity is associated with measures to preserve biological diversity in tourist destinations.Tourists are involved in initiatives to preserve the habitats of plants and animals in the visited territories.The state and local authorities protect habitats by creating protected areas and territories in which activities that may lead to the disappearance of protected and endangered plant and animal species are restricted.
From the above, it can be concluded that only through joint actions between tourists and local communities will the set goals for sustainable development be achieved.
We can judge the increase in the share of sustainable travel from the data on the dynamics of the online tourism market, which includes trade in tourist services (accommodation, transport, holiday packages), platforms (mobile and desktop), online booking options (online travel agencies and direct bookings to service providers).
According to Statista Research [11], 2023), 2/3 of the sales of travel services are realized through digital sales channels, so the market shares of the online travel industry worldwide for 2022 amounts to approximately 475 billion dollars, which is 42 billion dollars more than 2021 and 79 billion dollars more than 2020, in which the global market was strongly affected by the Covid crisis (Fig. 2).
According to forecast data, the online travel industry is expected to exceed US$ 521 billion in 2023, which will be an increase of US$ 46 billion compared to 2022.Forecasts for the market in 2030 are the turnover to reach over one trillion US dollars.This data shows the growth of the digital tourism industry.Source: Statista Research Department [11] Online travel providers help with the planning and booking of travel services, but through virtual reality applications and visualization of tourist sites, they help preserve biological and cultural heritage and enable the local community to promote local attractions and services.
If we look at the dynamics of the tourism industry application market (Fig. 3), we can see that they grew from 2017 to 2022 by 670 million dollars, and according to forecast data, they are expected to reach 1.96 billion dollars in 2027, which is more than 5.5 times more than in 2017.Fig. 3. Revenue of the travel apps market worldwide from 2017 to 2027.Source: Statista Research Department [11] Applications that allow online booking of travel services prevail, and in 2022, 60% of all bookings in Europe and the US were accounted for by the two giants in online sales -Booking Holdings and Expedia Group.According to Business of apps [12], in 2022, just over 1 billion users of travel apps are reported, with approximately 1.5 billion people taking trips worldwide.More than 75% of them use smartphones or websites for reservations.In an author's study of consumer attitudes regarding the experiences during the tourist trip or stay in the destination Bulgaria, based on technological innovations, 240 respondents of Bulgarian nationality were surveyed in seven destinations.Two of the destinations are maritime (34% of the respondents), and the remaining five are related to the offer of various forms of alternative tourism (66% of the respondents).The survey reported that 35% of respondents approve of technology replacing human resources (virtual guide, interactive receptionist, robot waiter, etc.), indicating that tourists are looking for digital technology not only when booking and organizing their trip, but also during your stay and during your service at the destination.As can be seen from fig. 4. 45% do not prefer the use of digital technologies, but those who do use most often interactive maps (45%), mobile tourist guides (28%) and virtual reality applications (23%), with only 6% indicating, that they use Chabot's.
When asked what innovations they would like to use in the destinations they visit, respondents indicated those that provide more information about tourist sites, local culture and cuisine, digital menus, VR entertainment, virtual tour applications, routes and maps, technological innovations for safety and hygiene.
In the same study, the opinion of 62 experts from the studied tourist destinations, including representatives of business and local administration, was taken into account.The measures they are taking to digitize the tourist offer are related to the implementation of applications providing information on local communities, cuisine, customs, events, biological diversity and protected areas.This shows that tourism organizations are looking for sustainable solutions when offering tourist experiences.
The results of the study resonate with global statistics, indicating that digital technologies are entering and will enter more and more noticeably not only in bookings, but also in the experiences of tourists.And the principles of sustainable management seek a balance between the resources used in the destinations and the tourists' satisfaction with the experiences during their trip.

Discussion
Any sustainable future must include long-lasting and comprehensive solutions that aim not only at an ecological effect, but also compatible with socio-cultural and economic development [13][14][15][16][17][18].Sustainable development is unthinkable without the implementation of innovative technologies [19][20].Below we outline how technological innovations introduced by tourism organizations can limit the negative impact of tourism and support sustainable management in all its dimensions: ecological, sociocultural and economic.CleanTech is knowledge-based products and services that enable the reduction of negative impacts on the environment.Most often they are applications with cross-sectoral application and implemented jointly by the different sectors lead to mitigation of bad impacts on the environment 21.Examples are digital solutions to reduce the use of paper and plastic, the implementation of green technologies to save electricity and water, data analysis applications that optimize operations in tourist sites.
Another innovative solution that does not require intensive consumption of resources is augmented and virtual reality (AR and VR), Internet of Things (IoT) and artificial intelligence (AI) technologies [22].Through Big Data and AI, bundled services can be supported, including cloud services that enable better intra-organizational management and support customer relationship management [23].Using big data and AI, tourism organizations generate more plausible forecasts, allowing them to plan more realistically and make more adequate decisions.
AR and VR are most often applied to visualize services and complement products with more immersive experiences.Since they are ecological technologies, they allow the development of virtual tourism, which does not have a negative impact on the environment and biodiversity.
The Internet of Things (IoT) supports digital platforms that enable better distribution of hourly bookings.Applications of this type are the basis for the inclusion of activities typical of the local community and the conduct of organized events.
For example, CultuAR is a mobile application that, through the use of AR technology and geolocation, enables the digitization of tourism.The app provides dynamic and interactive real-time sustainable tourism content.Similar solutions are offered by travel and booking platforms Travaxy and Wheel the World, which enable seniors and people with disabilities to plan accessible travel easily and efficiently.Other innovative solutions aimed at the sustainable management of the tourism organization are aimed at the community, since tourism should promote the thinking of society in the direction of nature protection.For example, Green Beli is a green reality blockchain ecosystem where users find and rate environmentally friendly places by sharing knowledge about environmental protection.Green Belly is the world's first environmental project that integrates gamification, non-fungible token and blockchain elements with sustainable tourism.The concept of tourism as a means of promoting not only social but also cultural inclusion of peoples.This concept overlaps with the principles of sustainable development, which also focuses on preserving local cultures.Trends in the development of tourism and experiences are in the direction of the demand and supply of a more personalized and diverse experience for travelers.The amalgamation of tourism and sustainable development leads to the emergence of sustainable tourism, which offers community experiences and specialized tours that give tourists access to the local community, traditions, customs and untouched corners of nature.An example of such innovative products is the EsenciAr platform, which promotes the overall development of local communities.The platform enables intercultural exchange, involvement in initiatives and trainings for protection and recovery from the negative consequences on flora and fauna, access to local gastronomy and oenology.Technological innovations provide economically sustainable solutions by enabling the construction of inter-organizational networks.Thus, technology not only connects organizations in an industry, but also enables more efficient use of resources.Such an example is the created automated application programming interface -Travelgatex.In conclusion, we can summarize that the future of the sector and the planet depends on national policies, which should not only impose requirements and restrictions on business, but also stimulate its sustainable development.The digitization processes of the sector in the last two years showed that new technological solutions support the sustainable management of organizations and the tourism sector realized that sustainable management has no less benefits for the business itself than for the destination.

Conclusion
Sustainable development is a priority not only in international and national policies, but also in the strategic plans of individual organizations and consumers themselves.In this regard, the massive development of tourism in a given destination leads to a strong concentration of tourist sites, which can lead to a critical deterioration of the environment.Among the most common negative impacts are overconsumption of natural resources, waste pollution, disturbance and endangerment of wildlife.To limit these negative consequences of tourism development, regional, national and global policies for sustainable development are created.
Realizing the benefits that new technologies bring to the sustainable management of internal processes, organizations invest in them and increasingly apply them in their core business.From the statistics, it was seen what a huge growth in revenue from online product sales companies are reporting, and it is expected to grow in the future.
Limited resources, the strong dependence of tourism supply on nature conservation and local communities, and the imposed sustainability regulations put tourism organizations in front of the need to seek solutions for sustainable management.One of these solutions is the transfer of technological innovations, through which the processes in the organization are optimized, decisions are made based on facts and the interests of the interested parties are taken into account.In this way, tourism organizations build sustainable management systems that lead to optimization of the overall activity.In this way, realizing the benefits of sustainable management, they achieve their economic goals without degrading the environment in which they operate and become a sustainable tourism business.
As a result of the research, the following measures can be proposed for the sustainable management of tourism organizations based on technology: • Development of a Sustainability Strategy: through it, the organization incorporates the principles of sustainability into its policy and discovers technological solutions for effective management of the processes and activities in the organization; • Protection of biodiversity and the environment: implementation of technologies to limit the impact on tourist resources, the environment and the biosphere; • Effective management of resources: implementation of technologies to improve energy efficiency, save water use, etc.; • Construction of sustainable infrastructure and intelligent systems: implementation of materials and technologies optimizing the material base and service to tourists; • Building sustainable supply chains: implementing technologies to reduce waste.construction of treatment plants, etc.; • Construction of public-private networks: preservation of cultural heritage and promotion of the economic activity of the local population.
From the survey conducted, it was found that consumers are also looking for sustainable travel, with digital applications allowing them to touch the local community closer on the one hand, and on the other The presented effects of sustainable management and the observed trends for the entry of technological innovations in tourism show that tourism organizations are aware of the benefits of sustainable management.Realizing that it is the environment that attracts tourists, they take measures to minimize negative impacts on the local community and the environment.Recognizing that local community and cultural differences are among the leading motivations for undertaking travel in a destination, they promote cultural exchange and understanding.Recognizing that a strong local economy leads to minimized raw material costs, they support local industries.Bringing together all of their sustainable initiatives and following trends in tourism demand, tourism organizations aim to provide unique and authentic experiences through which tourists connect with local culture and the natural environment in a new, more meaningful way. .And this is in line with the observed changes in consumer expectations and needs.

Fig. 1 .
Fig. 1.Directions for a positive effect of the sustainable development of tourism.