Abstract
This study aimed to examine the sustainability of green innovation concerning green practices in city-based hotels. As a result of climate change in the global atmosphere, unpredictable weather patterns, and deforestation, the hospitality sector faces new challenges. The hospitality sector has demonstrated efficiency, gaining a competitive advantage through sustainability and gross domestic product (GDP). Travellers and tourists experience quality service delivery, food and beverage, entertainment, and transportation. Extras such as amusement parks, inns, and hotels. This study used a positivist philosophy and deductively tested hypotheses using Structural Equation Modelling (SEM), Confirmatory Factor Analysis (CFA) and random sampling. A sample size of N=250 was from the top team management and employees of the travel and tourism sector in Gauteng province in South Africa. Based on the path model, the best model fit was determined. Several research constructs were examined, including green branding, pricing, environmental sustainability, green innovation, green growth, & green practice. Green innovation and green practices have a correlation coefficient of 0.358, indicating a strong link between green growth and green practices. A p-estimation of 0.001 indicates a 0.05 certainty level, meaning speculation must be maintained. As a result, travel and tourism companies that practice green business strategies showed more significant support for sustainability strategies. It is recommended that tourism & hospitality companies employ green innovation strategies that support their business objectives, enabling them to assess and improve business growth, make contributions to policy within the industry, raise awareness about climate change while in business and improve current strategic relationships while maintaining a high level of preservation of the environment. Keywords: green innovation, sustainability, tourism & hospitality, green growth strategy, green branding
Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
