Drivers of Green Market Orientation of the Hotel Sector in Sri Lanka

G. D. Samarasinghe () and F. J. Ahsan ()
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G. D. Samarasinghe: University of Colombo
F. J. Ahsan: University of Colombo

Chapter 60 in Proceedings of the International Conference on Managing the Asian Century, 2013, pp 539-545 from Springer

Abstract: Abstract Literature has identified drivers that induce firms to adopt green marketing initiatives. However, it is significant to specifically identify the drivers of green marketing initiatives in the hospitality industry in an emerging economy. This study addresses this important knowledge gap by undertaking a theoretical sample of senior managers in the hotel industry in Sri Lanka representing all-star category hotels. It adopted qualitative design using in-depth interviews and the data was analyzed in terms of the common conceptual themes emerging. The study derived four conceptually distinct green drivers namely, desire for competitive advantage in terms of cost and differentiation and ethical/ moral obligation of top managers and leadership as internal divers to the firm whilst need for regulatory compliance and pressure from stakeholders as external drivers to the firm. The findings have implications for manager and policymakers in the tourism and hospitality sector in Sri Lanka to improve the competitiveness of the industry through promoting the fair-trade practices in Sri Lanka and provide opportunities for future research.

Keywords: Sustainability; Competitive advantage; Green marketing; Moral obligation; Regulatory compliance; Stakeholder pressure (search for similar items in EconPapers)
Date: 2013
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-981-4560-61-0_60

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DOI: 10.1007/978-981-4560-61-0_60

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