Employee Involvement and Socialization as an Example of Sustainable Marketing Strategy and Organization’s Citizenship Behavior: Empirical Evidence from Beirut Hotel Sector

Sonia Khawand, Matina Ghasemi and Seyed Arash Sahranavard
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Sonia Khawand: Faculty of Business and Economics, Girne American University, North Cyprus, Via Mersin 10, Kyrenia 99428, Turkey
Matina Ghasemi: Faculty of Business and Economics, Girne American University, North Cyprus, Via Mersin 10, Kyrenia 99428, Turkey
Seyed Arash Sahranavard: Department of Business Administration, Eastern Mediterranean University, North Cyprus, Via Mersin 10, Famagusta 99628, Turkey

Sustainability, 2022, vol. 14, issue 14, 1-16

Abstract: In recent years, environmental consideration and notion of sustainability has gained extensive attention on global scale from political aspect to businesses and social means. It has been the core concept of development for organizations in different industries in an increasing manner. As tourists tend to be more aware regarding environment and impact of human activity on nature, it becomes more important to include sustainable measures so that firms can remain competitive in the market and attract new customers. The current research examines the relationship between sustainable marketing orientation deployed by organizations operating in tourism sector (i.e., hotels) and employees’ extra-role behavior in form of organizational citizenship behavior. Furthermore, indirect effects of employees’ socialization and involvement are examined to provide a better understanding on related factors. Gathering data from hotels of Beirut, 218 employees participated in the research and PLS-SEM yielded significant results, stating that the variables are vital for positive behavioral outcomes within the hotel industry. The results can be beneficial for scholars and practitioners in tourism sector alike.

Keywords: sustainable marketing orientation; Beirut; hotel sector; extra-role behavior; socialization (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

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