Résumé
PurposeIn the context of heightened awareness and understanding of responsible tourism, it has become increasingly imperative for luxury hotels to introspect on the impact of their operations on environmental and social sustainability. This study aims at examining the prevalence and growth of sustainability practices in the Indian luxury hotel segment as it increasingly competes on a global platform.Design/methodology/approachThe research approach adopted in this paper is qualitative and emic. Primary data is gathered for the study through semi-structured interviews with select luxury hotel general managers from four hotel chains of Indian origin – ITC Luxury Hotels, Oberoi Hotels and Resorts, Taj Hotels and Palaces and The Leela – to gain an insight into sustainability initiatives adopted in the Indian hospitality industry. Secondary research data regarding the eco-friendly, green measures implemented in these hotels is collected primarily from the websites of the respective hotel chains and supplemented by review of academic literature, media articles, industry reports and company press releases.FindingsThe findings of the study reveal that Indian luxury hotel brands are increasingly adopting green products and integrating innovative sustainability practices in their day-to-day operations. However, several of these initiatives are in the non-customer-facing domains such as the engineering and back-of-the-house operations. Very few Indian hotel chains are building these sustainability initiatives into their core philosophy and embedding it in the front-line customer service experience at their properties to reinforce the green image of the hotels.Originality/valueThe paper also proposes the 6Cs Framework of Sustainability that can be utilised to categorise the green sustainable practices adopted in responsible hotels in a simplistic manner under six broad verticals. Practitioners, researchers and educationists in the hospitality industry would find the implications of this study useful in the context of a post-pandemic world where sustainability is influencing consumer choices across industries in today's eco-conscious and enlightened business and marketing environment.
Résumé
This study aims to determine the effect of environmental strategy on dynamic capabilities based on digital literacy and the performance of marketing innovations for micro, small and medium enterprises. Digital literacy-based dynamic capabilities consist of two important components, namely marketing competencies and research and development competencies. The nature of this research is explanatory where the number of research samples is micro, small and medium enterprises that have used information technology with a total number of respondents as many as 200 micro, small and medium enterprises which are divided proportionally to seven regions in Indonesia with the sampling method using accidental sampling method. The data analysis technique used SEM analysis with the help of AMOS software. The results showed that environmental strategy had no significant effect on marketing competence. Environmental strategy has a significant effect on the direction of a positive relationship to research and development competencies and has a significant effect on the direction of a positive relationship on the marketing innovation performance of micro, small and medium enterprises. Marketing competence and research and development competence have a significant effect with a positive direction of relationship to the marketing innovation performance of micro, small and medium enterprises. Research and development competence has a significant effect on the direction of a positive relationship to the marketing performance of micro, small and medium enterprises.