Business Resources and Capabilities as Drivers of Environmental Strategy: A Case Study of the Nigerian Tourism Development Corporation (NTDC)

Abstract

This study investigates the activities of the NTDC in relation to the environmental marketing strategies of hotels in the Nigerian hospitality industry. Specifically, it studies the relationship between resources and capabilities as drivers of the environmental marketing strategy of hotels. Buildings on the resources-base view, this study explains the drivers and outcomes of environmentally friendly marketing strategies in the Nigeria hotel services. Data collected from 152 hotels personnel reveals that possessing sufficient physical and financial resources is an instrument towards achieving effective green marketing strategies. Furthermore, the study confirms that there is a significant effect of environmental marketing strategy on the competitive advantage level in the hospitality industry

Keywords: Capabilities, Ecology, Environmental Marketing, Hotel, NTDC, Resources-Base View


Article Review Status: Published

Pages: 25-36 (Download PDF)

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