Evaluating the Impact of green practices on company performance in the Montenegro hotel industry

Ketkar, S. and Gojkovis, A. 2023. Evaluating the Impact of green practices on company performance in the Montenegro hotel industry. British Academy of Management (BAM) Conference 2023. University of Sussex Business School, Brighton 01 - 06 Sep 2023 British Academy of Management.

TitleEvaluating the Impact of green practices on company performance in the Montenegro hotel industry
AuthorsKetkar, S. and Gojkovis, A.
Abstract

This study examines the impact of green practices on organisational performance, in the Montenegro hotel industry. A mixed-method approach is employed consisting of two phases a questionnaire-based survey administered to those in managerial positions in the hotel, followed by a qualitative analysis of interviews conducted with hotel managers. The results indicate a significant impact of green practices on hotels’ performance observed through three indicators: quality of service, guest satisfaction and financial performance. Interestingly, investment in green marketing strategies did not have any effect on the relationship between green practices and performance. Further, interviews identified financial constraints, lack of support from the state and inadequate employee awareness about sustainability as major barriers to implementation of green practices. Guest awareness of sustainability was seen as an important enabler.
The study is the only study looking at the impact of the adoption of green practices in hotels in Montenegro. The findings can be valuable for policy planners, tourism investors, as well as researchers in this specific industry.

Year2023
ConferenceBritish Academy of Management (BAM) Conference 2023
PublisherBritish Academy of Management
Accepted author manuscript

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