Sustainable Innovation in the Hospitality Industry: Investigating the Role of diffusion of Innovation, Environmental Pressures, Green Marketing and Resource Commitment

Yavari Gohar, Fatemeh; Hayati, Khalil

doi:10.22054/tms.2020.49649.2262

Document Type : Research Paper

Authors

¹ Assistant Professor, Tourism Management Department, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran

² M.Sc., tourism management Department, Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran

https://doi.org/10.22054/tms.2020.49649.2262

Abstract

the world and our global community needing change to be more responsive to environmental, social and economic capital. This process not only makes companies more environmentally sensitive, it is also a great opportunity for innovative companies to grow and gain competitive advantage and benefit from greening, and this great planet can also be a resource keep it natural for future generations. In this study, the impact of diffusion of innovation and environmental pressures on green marketing and sustainable innovation in Tehran's restaurant industry has been considered from the perspective of experts and experts in the field of sustainable tourism and green marketing. To achieve the goals and answer the research questions, the data collected from the experts were analyzed by questionnaire using SEM. Finally, among these variables, the relevance of the environmental pressure variable with green marketing strategy was eliminated and the other variables were correlated with sustainable innovation

Keywords

References

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Tourism Management Studies

Sustainable Innovation in the Hospitality Industry: Investigating the Role of diffusion of Innovation, Environmental Pressures, Green Marketing and Resource Commitment

References

References

Volume 15, Issue 52
December 2020
Pages 27-50

Sustainable Innovation in the Hospitality Industry: Investigating the Role of diffusion of Innovation, Environmental Pressures, Green Marketing and Resource Commitment

References

References

Volume 15, Issue 52December 2020Pages 27-50

Volume 15, Issue 52
December 2020
Pages 27-50