Tourism is one of most perspective and dynamic businesses in the world. It is of great significance to plan and develop tourism purposefully and sustainably though the search for compromises between environmental, economic and social aims of society. The sustainable tourism development management has to retain high satisfaction degree of tourists' needs, assure significant experience for consumers, increasing their consciousness under issues of sustainability, and propagating practices of sustainable tourism among them. The significance of sustainable tourism sector development ambition is analysed in this paper through the lens of strengthening its competitiveness. The paper analyses scientific literature and seeks to discover the main forms and factors for the strengthening of the tourism competitiveness by implementing economic, social and environmental targets of tourism destination territories development. The broad systematic literature review provided for some interesting findings: The business participants are interested in the implementation of new technologies in tourism services having positive impact on environment and local communities; however, a lot of challenges exist how to change environment, increase of consumers' motivations for sustainable tourism services and to change their behaviour towards more sustainable one. The current Covid 19 outbreak and high risks of future pandemics have risen new challenges for sustainable tourism development. In this paper the main sustainable tourist development challenges are addressed and new insights for the strengthening of competitiveness of sustainable tourism destination are provided. The future research guidelines are set based on analysis performed. Highlights The systematic review of literature on sustainable tourism The trade‐off between sustainability and competitiveness The main challenges of sustainable tourist development New insights for the strengthening of competitiveness of sustainable tourism The future research guidelines are set based on analysis performed

The hotel business is rapidly developing due to growing demand for such services as well as the growing opportunities for travel. As a result, hotels face demanding customers, since the requirements for quality grow with an increased use of hotels' services, in order to increase the competitive ability of a hotel, the issue of customer loyalty is also important. The aim of this article is to assess the impact of the quality of hotel services on the loyalty of customers. In the article the original created methodology SERQUALOYL is presented, where two methodologies were adapted: SERQUAL methodology used in the research of service quality, and the methodology for the determination of customer's loyalty level stage, applied in loyalty research. The results of research have revealed that the conformity of expected quality with the quality experienced has a significant influence on the customer's loyalty. The hotels, in order to increase the competitive ability and to obtain a higher number of loyal customers, should firstly make the expectations of customers coincide with the offered service quality.

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A learning organization is an organization that attends to the ability of individuals to participate in a continuous learning process and ensure flexible and effective adaptation to changes. Positive response to changes is one of the ways to ensure successful operation and therefore learning organizations become the leading companies. They experiment more and encourage their members to be innovative. So, the modern society and modern organizations are focused on an ongoing change. The change in needs and wishes is especially felt by service companies because the quality of services is perceived individually and is subject to personal needs and wishes of each customer. The success of companies providing other than essential services, such as a tourism organization, depends on the ability to adapt and learn. Recently great attention has been paid to the improvement of organizational performance and the transformation of a traditional organization into a learning organization is seen as one of the possibilities for better performance. It has been generally accepted that correct learning of the organization is a key factor that ensures a rapid improvement of the organization and a quick response to the changing environment. Presumably, organizational learning is very important for a tourism company. Firstly, the environment in this sector undergoes constant changes; the sector develops rapidly and offers new products to the market. Secondly, the employees of a tourism company maintain regular relations with the end-users of the services and therefore a big number of tourism company's employees have access to external sources of learning.