摘要：The major impact of hotel industry on the environment has become a serious concern for both hoteliers and tourists, with many studies showing that tourists are having more and more expectations from hoteliers to implement environmental practices. Considering the fact that most hotel bookings are now made online through booking websites, it is important for these to show and manifest the same preoccupation with the environment, by promoting environmentally friendly initiatives. The aim of the present study is to emphasize the crossroads between sustainability and digitalization, and to increase the role of digital technologies in encouraging a sustainable development of all tourism sectors, including hospitality. The study provides information and identifies important elements to assess the environmental practices of booking websites. In order to identify the position that booking websites and platforms take towards the environmental practices, the filter section of four booking platforms is analyzed. The present study aims not only to analyze the current position of booking platforms towards the environment, but also to identify methods that improve the way they highlight their implemented environmental practices, based on tourist’ reviews. In order to identify the customers’ opinion regarding these types of practices, a total of 31,800 tourist reviews posted on Booking.com were analyzed. The results have indicated that the level of awareness related to the need of protecting the environment, in the case of both hoteliers and tourists, must increase aspects that also imply the need for booking websites to highlight and encourage environmental practices. The obtained results are useful for booking websites developers who can adapt and make the website’s interface friendlier regarding environmental practices. In addition, hotel managers and entrepreneurs can make use of these results in order to develop new types of business in the hospitality industry, and in the long run the results are useful for increasing the awareness among tourists of the need for environmental practices. Suggestions are made on how booking websites can involve themselves more in environmentally friendly initiatives and in potential future study subject discussions.
