Resources and capabilities as drivers of hotel environmental marketing strategy: Implications for competitive advantage and performance

• Published in: Tourism management (1982) Vol. 35; pp. 94 - 110
• Main Authors: Leonidou, Leonidas C., Leonidou, Constantinos N., Fotiadis, Thomas A., Zeriti, Athina
• Format: Journal Article
• Language: English
• Published: Elsevier Ltd 01-04-2013
• Subjects: Business performance; Environmental marketing; Greece; Hotel industry; Resource-based view; Business performance; Greece; Environmental marketing; Hotel industry; Resource-based view
• ISSN: 0261-5177; 1879-3193
• DOI: 10.1016/j.tourman.2012.06.003

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.
► We examine the drivers and outcomes of environmental marketing strategies. ► We build on the resource-based view of the firm and focus on hotels in Greece. ► We use a survey to collect data and structural equation modeling for analysis. ► Certain resources and capabilities are instrumental for green marketing strategies. ► In turn, such strategies lead to competitive advantages and superior performance.