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This paper is a case study that investigates the activities of the Nigerian Tourism Development Corporation (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. Building on the resources-base view, this study explains the drivers and outcomes of environmentally friendly marketing strategies in the Nigeria hotel services. It is a survey research design in which data that were 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

Author

Listed:
  • B.E.A. Oghojafor

    (Department of Business Administration, University of Lagos, Nigeria)

  • O.A. Ogunkoya

    (Department of Business Administration, Olabisi Onabanjo University, Nigeria)

Abstract

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Suggested Citation

  • B.E.A. Oghojafor & O.A. Ogunkoya, 2015. "This paper is a case study that investigates the activities of the Nigerian Tourism Development Corporation (NTDC) in relation to the environmental marketing strategies of hotels in the Nigerian hospi," The Journal of Accounting and Management, Danubius University of Galati, issue 2, pages 86-95, August.
    • Handle: RePEc:dug:jaccma:y:2015:i:2:p:86-95
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    File URL: http://journals.univ-danubius.ro/index.php/jam/article/view/2883
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    References listed on IDEAS

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    1. Eva Carmona-Moreno & José Céspedes-Lorente & Jerónimo De Burgos-Jiménez, 2004. "Environmental strategies in spanish hotels: contextual factors and performance," The Service Industries Journal, Taylor & Francis Journals, vol. 24(3), pages 101-130, May.
    2. Gautam Ray & Jay B. Barney & Waleed A. Muhanna, 2004. "Capabilities, business processes, and competitive advantage: choosing the dependent variable in empirical tests of the resource‐based view," Strategic Management Journal, Wiley Blackwell, vol. 25(1), pages 23-37, January.
    3. Álvarez Gil, M. J. & Burgos Jiménez, J. & Céspedes Lorente, J. J., 2001. "An analysis of environmental management, organizational context and performance of Spanish hotels," Omega, Elsevier, vol. 29(6), pages 457-471, December.
    4. Kalim Shah, 2011. "Strategic organizational drivers of corporate environmental responsibility in the Caribbean hotel industry," Policy Sciences, Springer;Society of Policy Sciences, vol. 44(4), pages 321-344, November.
    5. Banerjee, Subhabrata Bobby, 2002. "Corporate environmentalism: the construct and its measurement," Journal of Business Research, Elsevier, vol. 55(3), pages 177-191, March.
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