The recent preoccupations of national institutions and organizations and, especially of European and global institutions, regarding the responsible consumption of raw materials, resources and materials became more and more intense in the last years. In the same time, they contribute to the creation of a mentality of equilibrium in consumption and among consumers. With no connection with the area of activity, the XXIst century companies make real efforts to obtain competitive advantages by a consequent implementation of social responsibility, by assuring a responsible consumption in all the processes, and by protecting the consumer interests and rights. It became more and more frequent for the companies from tourism industry to apply the principles of sustainable development and to follow a strategy of responsible consumption. Their efforts are focused on providing different and unique experiences to contemporary consumer. In this way, the responsible consumption becomes not only a competitive advantage, but, also, an efficient way of informing the tourists and protecting their interests and rights. Without having a well-determined “ideological motivation”, tourists become more careful in responsible selection of services, depending on their degree of sustainability. They choose those touristic services that have a big contribution at the environment protection and preservation, respectively that integrate in a harmonious and synergic way cultural, psycho-social and emotional considerations. The institutions that regulate the touristic services supply contribute, also, at the careful monitoring of messages submitted to tourists and the messages content. To measure the way that the rural tourist guesthouses from Romania base their actions on the responsible consumption of raw materials and resources in their strategies of approaching the market and attracting tourists, in order to get sustainable competitive advantages and to offer efficient solutions to protect the tourists interests, the authors did a qualitative empirical research among the managers of these kind of accommodation units. Based on some matrix of importance considered dimensions of the responsible consumption in the analyzed guesthouses, the authors attempt is fulfilled by the development and emphasis of some strategies, which can increase the tourist safety and can contribute to a proper strategy defining, if they are implemented in an adequate way.
the matrix of importance
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