<p>Dru&scaron;tvena odgovornost u ugostiteljstvu, samim tim i hotelijerstvu, aktivnost je koja nije dovoljno zastupljena u Republici Srbiji. U svetu se velika pažnja poklanja ovoj problematici, dok u Srbiji ona &quot;čini svoje prve korake&quot;. Kako veliki globalni hotelijerski lanci, tako i mali nezavisni hoteli, prepoznali su važnost sprovođenja dru&scaron;tveno odgovornog poslovanja, ne samo zbog (diskutabilnog) dobročinstva, već pre svega zbog finansijskih i drugih dobiti koje im ona donosi. Cilj ove disertacije je da kod učesnika na turističkom (hotelijerskom) trži&scaron;tu pobolj&scaron;a razumevanje odnosa između životne sredine, dru&scaron;tvene odgovornosti i ekonomskog uspeha poslovanja. Namera je da se preporukama nastalim na osnovu rezultata ovog istraživanja utiče na formalne i neformalne institucije da uvedu ekolo&scaron;ke standarde u hotelijerstvo u Srbiji.</p> / <p> Social responsibility in the hospitality industry, therefore in hotel industry, is activity not sufficiently represented in the Republic of Serbia. In the world of the great attention paid to this issue, while in Serbia, it makes its &quot;first steps.&quot; As a major global hospitality chains and small independent hotels have recognized the importance of implementing corporate social responsibility, not only because of the (questionable) well-doing, but primarily because of financial and other benefits that it brings them. The aim of this thesis is that the participants in the tourism (hospitality) improve market understanding of the relationship between environment, social responsibility and economic success of business. It is intended that the recommendations arising from the results of this research affect the formal and informal institutions to introduce environmental standards in the hotel industry in Serbia.</p>