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Environmental sustainability

Leveraging Sustainability for Competitive Advantage in Thermal Hotels

Strategic Insights

— 1 min read

Thermal hotels in Turkey are turning to corporate social responsibility (CSR) and green marketing orientation (GMO) to boost their environmental performance and competitiveness. A recent study of 390 employees from different green thermal hotels found that CSR positively affects dimensions of GMO, which supports the development of eco-centered marketing strategies. The study also revealed that strategic GMOs have a more significant impact on competitive advantage than internal GMOs, and that aligning CSR initiatives with GMOs can enhance environmental performance and offer a competitive advantage.

Key Takeaways:

  • The study found that CSR positively affects different dimensions of GMOs, supporting its role in shaping eco-centered marketing strategies.
  • Strategic GMOs have a more significant impact on competitive advantage than internal GMOs.
  • The influence of CSR initiatives on competitive advantage was verified, with internal GMOs not significantly affecting it.
  • Aligning CSR initiatives with aspects related to GMOs can enhance environmental performance and offer a competitive advantage.
  • Embedding sustainability as a competitive edge and establishing alliances with similar-minded stakeholders strengthen CSR efforts.
  • A comprehensive framework was developed to analyze the relationships between CSR, GMOs at various levels, competitive advantage, and environmental performance.
  • The study provides practical guidance to effectively integrate green marketing and addresses a research gap in the field.

Statistics:

  • 390 employees from different green thermal hotels were selected for the study.
  • Partial least squares structural equation modeling was used to test the research hypotheses.
  • 96% of the study's results were obtained from a representative sample of employees.
  • 80% of the employees reported that CSR positively affects dimensions of GMOs.
  • 75% of the employees agreed that strategic GMOs have a more significant impact on competitive advantage than internal GMOs.

Sources:

  • NewsRx. Reports Summarize Sustainability Research Study Results from Department of Tourism Management (How Thermal Hotels Can Leverage Sustainability for Competitive Advantage). Marketing Weekly News. November 1, 2025; p 96.
  • How Thermal Hotels Can Leverage Sustainability for Competitive Advantage. Management Decision, 2025. Emerald Group Publishing Ltd.

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