Technology adoption meets green tourism supply chain management for sustainability of small and medium-sized tourism enterprises: A lesson from Zimbabwe

Abstract

In the global pursuit of achieving sustainability within the tourism sector, technology adoption and green tourism supply chain management (GTSCM) have garnered dominant attention. This research examines how small and medium tourism enterprises (SMTEs) in Zimbabwe can achieve sustainability by adopting technology and practising green tourism supply chain management (GTSCM). Positivism philosophy was adopted in line with the quantitative nature of the study. The research embraced an explanatory survey research design and a structured questionnaire was used to gather primary data. The survey’s population was drawn from SMTEs in the tourism sector and data were collected from 615 representatives. The survey found a significant positive relationship between technology adoption, GTSCM and sustainability dimensions, except social sustainability. Additionally, GTSCM mediated these relationships, except social sustainability. The findings highlight the crucial role of GTSCM in influencing sustainability outcomes within SMTEs in the tourism sector. The study suggests adopting technology and GTSCM practices can improve SMTEs’ sustainability. It contributes knowledge on the relationships between technology, GTSCM, and SMTEs’ sustainability in tourism. Implications provide insights for policymakers on promoting sustainable practices and sustainability goals in tourism.