Leonidou, LC, Fotiadis, TA, Leonidou, CN et al. (1 more author) (2013) Resources and capabilities as drivers of hotel environmental marketing strategy: Implications for competitive advantage and performance. Tourism Management, 35. pp. 94-110. ISSN 0261-5177
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.
Metadata
Item Type: | Article |
---|---|
Authors/Creators: |
|
Copyright, Publisher and Additional Information: | (c) 2012, Elsevier Ltd. All rights reserved. This is an author produced version of a paper published in Tourism Management. Uploaded in accordance with the publisher's self-archiving policy. |
Keywords: | Environmental marketing; Business performance; Resource-based view; Hotel industry; Greece |
Dates: |
|
Institution: | The University of Leeds |
Academic Units: | The University of Leeds > Faculty of Business (Leeds) > Marketing Division (LUBS) |
Depositing User: | Symplectic Publications |
Date Deposited: | 10 Aug 2016 16:00 |
Last Modified: | 16 Jan 2018 05:55 |
Published Version: | http://doi.org/10.1016/j.tourman.2012.06.003 |
Status: | Published |
Publisher: | Elsevier |
Identification Number: | 10.1016/j.tourman.2012.06.003 |
Related URLs: | |
Open Archives Initiative ID (OAI ID): | oai:eprints.whiterose.ac.uk:85916 |