ABSTRACT
Purpose>This study aims to examine the role of eco-label hotel engagement as a pathway to sustainable practices via scouting entrepreneurial resilience and orientation at highly ranked hotels in Oman. The authors developed and tested a novel model built on resilience theory, the theory of entrepreneurial orientation and the theory of reasoned action (TRA).Design/methodology/approach>Data from 167 human resources directors, hotel managers and other employees were analyzed by partial least squares structural equation modeling (PLS-SEM) and fuzzy-set qualitative comparative analysis (fsQCA).Findings>Results indicate a strong positive relationship between entrepreneurial resilience and entrepreneurial orientation. Entrepreneurial orientation significantly increased all eco-label strategies, but not all strategies enhanced sustainable tourism practices. High adoption of sustainability practices depended on core strategies related to awareness, benefits, reputation and necessity, but the cost was also an issue. Managers adopted sustainability practices if they were not perceived as costly, or when perceived as costly if they believed they would help them reduce operating costs.Practical implications>Policymakers should assist hotel managers when the sector is hit by political events, natural disasters or health crises such as the current pandemic can bounce back and develop their resilience. Likewise, training and workshops can be organized to improve managers' entrepreneurial mindset, which was found to be a precursor to favorable attitudes toward sustainability.Originality/value>This study tests a novel model built on three theories: resilience theory, the theory of entrepreneurial orientation and the TRA by using PLS-SEM and fsQCA.