This paper is a case study that investigates the activities of the Nigerian Tourism Development Corporation (NTDC) in relation to the environmental marketing strategies of hotels in the Nigerian hospitality industry. Specifically, it studies the relationship between resources and capabilities as drivers of the environmental marketing strategy of hotels. Building on the resources-base view, this study explains the drivers and outcomes of environmentally friendly marketing strategies in the Nigeria hotel services. It is a survey research design in which data that were collected from 152 hotels personnel reveals that possessing sufficient physical and financial resources is an instrument towards achieving effective green marketing strategies. Furthermore, the study confirms that there is a significant effect of environmental marketing strategy on the competitive advantage level in the hospitality industry

Oghojafor, B.E.A.; Ogunkoya, O.A.

This paper is a case study that investigates the activities of the Nigerian Tourism Development Corporation (NTDC) in relation to the environmental marketing strategies of hotels in the Nigerian hospitality industry. Specifically, it studies the relationship between resources and capabilities as drivers of the environmental marketing strategy of hotels. Building on the resources-base view, this study explains the drivers and outcomes of environmentally friendly marketing strategies in the Nigeria hotel services. It is a survey research design in which data that were collected from 152 hotels personnel reveals that possessing sufficient physical and financial resources is an instrument towards achieving effective green marketing strategies. Furthermore, the study confirms that there is a significant effect of environmental marketing strategy on the competitive advantage level in the hospitality industry

B.E.A. Oghojafor () and O.A. Ogunkoya ()
Additional contact information
B.E.A. Oghojafor: Department of Business Administration, University of Lagos, Nigeria
O.A. Ogunkoya: Department of Business Administration, Olabisi Onabanjo University, Nigeria

The Journal of Accounting and Management, 2015, issue 2, 86-95

Keywords: NTDC; Environmental Marketing; Capabilities; Resources-Base View; Hotel; Ecology (search for similar items in EconPapers)
Date: 2015
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
http://journals.univ-danubius.ro/index.php/jam/article/view/2883 (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:dug:jaccma:y:2015:i:2:p:86-95

Access Statistics for this article

More articles in The Journal of Accounting and Management from Danubius University of Galati Contact information at EDIRC.
Bibliographic data for series maintained by Florian Nuta ().