GREEN INVESTMENTS IN THE FUNCTION OF DEVELOPMENT OF TOURISM AND HOSPITALITY OF THE REPUBLIC OF SERBIA.

Green investments in the tourism and hospitality industry are an indispensable component in the era of sustainable development. The modern development of the tourism and hospitality industry implies investing in sustainable business models with the aim of preserving natural resources and reducing pollution. Green investing can influence hotel's better position on the market, taking the position of leader in sustainable business, and contribute to the awareness of the users of hotel services in the direction of more responsible behavior towards the natural environment. This paper examines the current situation regarding green investments in the tourism and hospitality industry of the Republic of Serbia. The results of the research showed a pronounced orientation of hotels to invest in sustainable business models, and obstacles that slow down the trend of green investments. [ABSTRACT FROM AUTHOR]