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Harmonization of Green Motives and Green Business Strategies towards Sustainable Development of Hospitality and Tourism Industry: Green Environmental Policies

Zahid Yousaf, Magdalena Radulescu, Crenguta Ileana Sinisi, Luminita Serbanescu and Loredana Maria Paunescu
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Zahid Yousaf: Higher Education Department, Government College of Management Sciences, Mansehra 21300, Pakistan
Magdalena Radulescu: Department of Finance, Accounting and Economics, University of Pitesti, 110040 Pitesti, Romania
Crenguta Ileana Sinisi: Department of Management and Business Administration, University of Pitesti, 110040 Pitesti, Romania
Luminita Serbanescu: Department of Finance, Accounting and Economics, University of Pitesti, 110040 Pitesti, Romania
Loredana Maria Paunescu: Department of Cybernetics, Economic Informatics, Finance and Accounting, University Petroleum-Gas of Ploiesti, 100680 Ploiesti, Romania

Sustainability, 2021, vol. 13, issue 12, 1-22

Abstract: This study aims to investigate the direct impact of green motives (GM) and green business strategies (GBS) on sustainable development (SD) in the hospitality sector. It explores the direct links between GM and SD. Moreover, the mediating role of GBS between GM and SD was tested. The research relies on the stakeholders’ theory, which states that the organization’s success and future development depends on the satisfaction of stakeholders. Data were collected from 451 top managers and owners from 54 hotels (5, 4 and 3-star hotels) operating in Pakistan. Quantitative analysis including correlation, regression, confirmatory factor analysis and structural equation model techniques were used. The mediating role of GBS was assessed using the bootstrapping method. Results proved that GM and GBS enable hotel industry to achieve the targets of SD. Finding also proved that GBS act as a mediator between the GM and SD link. The hotel industry needs attention to achieve the targets of SD and customers’ inclination towards more hygienic and environmental issues after the worldwide COVID-19 pandemic situation has forced the hotel industry to adapt GBS initiated through GM. The current research articulated this upcoming issue and offered a SD model for the hotel industry.

Keywords: sustainable development; hotel industry; green motives; green business strategies (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2021
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