Resources and capabilities as drivers of hotel environmental marketing strategy: Implications for competitive advantage and performance

Leonidas C. Leonidou, Constantinos N. Leonidou, Thomas A. Fotiadis, Athina Zeriti

Research output: Contribution to journalArticlepeer-review

288 Citations (Scopus)


Building on the resource-based view, we develop a model of drivers and outcomes of environmentally friendly marketing strategies in the Greek hotel sector. Data collected from 152 hotels reveal that possessing sufficient physical and financial resources is instrumental in achieving effective green marketing strategies. In addition, shared vision and technology sensing/response capabilities help develop a sound environmentally friendly marketing strategy. In turn, the adoption of such a strategy is conducive to obtaining competitive advantage, which subsequently increases the potential to achieve superior market and financial performance. Furthermore, the study finds that the effect of environmental marketing strategy on competitive advantage is stronger in the case of intense competitive situations, while market dynamism has no moderating effect on this association. Several implications can be drawn from the study findings for both corporate and public policy makers and interesting directions for future research are provided.
Original languageEnglish
Pages (from-to)94–110
Number of pages17
JournalTourism Management
Early online date20 Jul 2012
Publication statusPublished - Apr 2013


  • Environmental marketing
  • Business performance
  • Resource-based view
  • Hotel industry
  • Greece

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