Article2025

How thermal hotels can leverage sustainability for competitive advantage

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Environmental Sustainability in Business Corporate Social Responsibility Reporting Corporate Social Responsibility and Sustainability

Abstract

Purpose This study examines the interplay between corporate social responsibility (CSR), green marketing orientation (GMO), competitive advantage and environmental performance at Afyonkarahisar Green Thermal Hotels, a prominent thermal tourism destination in Türkiye. Design/methodology/approach A representative sample of 390 employees from different green thermal hotels was selected. Partial least squares structural equation modeling structural equation modeling was used to test the research hypotheses. Findings CSR positively affects different dimensions of GMOs, which supports its role in shaping eco-centered marketing strategies at different operational levels. The influence of strategic and tactical GMOs on competitive advantage was verified, with strategic GMOs having a more significant impact. Nonetheless, internal GMOs do not significantly affect competitive advantage. Competitive advantages strongly affect environmental performance. Practical implications Aligning CSR initiatives with aspects related to GMOs can enhance environmental performance and offer a competitive advantage. Allocating resources based on the impacts of GMOs can aid strategic decision-making. Embedding sustainability as a competitive edge and establishing alliances with similar-minded stakeholders strengthen CSR efforts, improving the market position. The comprehensive framework and insights of this work contribute to the evolving landscape of CSR. Originality/value This study is valuable for its original contribution to research on green thermal hotels. It is the first study to provide a comprehensive framework that analyzes the relationships between CSR, GMOs at various levels, competitive advantage and environmental performance. It provides practical guidance to effectively integrate green marketing, address a research gap and promote transformative business approaches for sustainability and competitiveness in the field.

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References

2014A new criterion for assessing discriminant validity in variance-based structural equation modeling 1977Estimating Nonresponse Bias in Mail Surveys 1991The pyramid of corporate social responsibility: Toward the moral management of organizational stakeholders 2015A review on circular economy: the expected transition to a balanced interplay of environmental and economic systems 2013A literature and practice review to develop sustainable business model archetypes 2011The Drivers of Greenwashing 2015Consistent Partial Least Squares Path Modeling1 2022Partial Least Squares Structural Equation Modeling (PLS-SEM) in second language and education research: Guidelines using an applied example

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