Abstract
Purpose
This study examines the dynamic capability and resource-based view theories in the context of the tourism and hospitality industry, examining how the green dynamic capabilities of firms interact with green marketing strategies to influence their level of green competitive advantage under the boundary condition of the green organizational culture of Saudi Arabia’s tourism and hospitality sector.
Design/methodology/approach
Using multi-sourced and three-wave time-lagged data from 136 managers and their subordinates within the Saudi Arabian tourism industry to test the hypotheses.
Findings
The results reveal that all hypotheses were accepted, affirming the direct, mediating, moderating and moderated mediating associations among green dynamic capabilities, green marketing strategies, green organizational culture and green competitive advantage.
Originality/value
This study offers valuable insights for practitioners and policymakers seeking to enhance the sustainability performance and competitive advantage of firms in the ever-evolving tourism sector.
This study examines the dynamic capability and resource-based view theories in the context of the tourism and hospitality industry, examining how the green dynamic capabilities of firms interact with green marketing strategies to influence their level of green competitive advantage under the boundary condition of the green organizational culture of Saudi Arabia’s tourism and hospitality sector.
Design/methodology/approach
Using multi-sourced and three-wave time-lagged data from 136 managers and their subordinates within the Saudi Arabian tourism industry to test the hypotheses.
Findings
The results reveal that all hypotheses were accepted, affirming the direct, mediating, moderating and moderated mediating associations among green dynamic capabilities, green marketing strategies, green organizational culture and green competitive advantage.
Originality/value
This study offers valuable insights for practitioners and policymakers seeking to enhance the sustainability performance and competitive advantage of firms in the ever-evolving tourism sector.
| Original language | English |
|---|---|
| Number of pages | 23 |
| Journal | Journal of Economic and Administrative Sciences |
| Early online date | 1 Jan 2025 |
| DOIs | |
| Publication status | E-pub ahead of print - 1 Jan 2025 |
Keywords
- Green competitive advantage
- Green dynamic capability
- Green marketing strategy
- Hospitality
- Saudi Arabia
- Tourism
