 Resources and capabilities as drivers of hotel environmental marketing strategy: Implications for competitive advantage and performanceLeonidas C. Leonidou, Constantinos N. Leonidou, Thomas A. Fotiadis and Athina Zeriti Tourism Management, 2013, vol. 35, issue C, 94-110 Abstract: Building on the resource-based view, we develop a model of drivers and outcomes of environmentally friendly marketing strategies in the Greek hotel sector. Data collected from 152 hotels reveal that possessing sufficient physical and financial resources is instrumental in achieving effective green marketing strategies. In addition, shared vision and technology sensing/response capabilities help develop a sound environmentally friendly marketing strategy. In turn, the adoption of such a strategy is conducive to obtaining competitive advantage, which subsequently increases the potential to achieve superior market and financial performance. Furthermore, the study finds that the effect of environmental marketing strategy on competitive advantage is stronger in the case of intense competitive situations, while market dynamism has no moderating effect on this association. Several implications can be drawn from the study findings for both corporate and public policy makers and interesting directions for future research are provided. Keywords: Environmental marketing; Business performance; Resource-based view; Hotel industry; Greece (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:touman:v:35:y:2013:i:c:p:94-110 DOI: 10.1016/j.tourman.2012.06.003 Access Statistics for this article Tourism Management is currently edited by Chris Ryan More articles in Tourism Management from Elsevier |
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