Eco-Label Implementation Processes and Strategic Management in WB6 Hotels: A PDCA-Based Process Maturity Model for Sustainable Hospitality Operation

Eco-labels can support sustainable tourism, but their credibility depends on more than visible environmental practices. Hotels also need internal processes for planning, implementation, monitoring, review, and continual improvement. This study assessed eco-label process maturity in hotels in the Western Balkans Six region. The analysis included 625 hotels from Serbia, Albania, Bosnia and Herzegovina, Kosovo, North Macedonia, and Montenegro. A 116-item questionnaire was developed and structured according to the Plan-Do-Check-Act cycle. The items were grouped into 14 subcategories and four PDCA phases. The Eco-Label Process Maturity Index was calculated for each hotel. The mean maturity index was 39.76%, and the median value was 32.76%. In total, 59.84% of hotels were classified at Level 1 or Level 2, which indicates non-systematic or basic eco-label-related processes. The DO phase had the highest mean score, while CHECK and ACT had the lowest scores. Certified hotels had significantly higher maturity than non-certified hotels. Larger and higher-category hotels also had higher maturity scores. Differences among WB6 economies were statistically significant, but the effect size was small. PLAN, DO, CHECK, and ACT scores were positively correlated.