A conceptual framework: creating competitive advantage through green communication in tourism and hospitality industry

A conceptual framework: creating competitive advantage through green communication in tourism and hospitality industry

George Kofi Amoako, George Cudjoe Agbemabiese, Gifty Agyeiwaa Bonsu, Genevive Sedalo

This chapter examines the effect of green advertising and packaging activities on sustainable competitive advantage—the mediation role of effective implementation strategies. The study proposes that corporate environmental activities such as green advertising and packaging with a well-executed effective implementation strategy can give tourists and hospitality companies a competitive advantage. The combination of two major communication tools, namely advertising and packaging, to achieve one of the Sustainable Development Goals in green marketing is unique. Moreover, the chapter proposes that green advertising and green packaging strategies do not result automatically in competitive advantage for firms. Strategies must be effectively implemented to achieve competitive advantage. Implementation of green advertising and packaging of the tourism and hospitality industry can lead to a …

Springer International Publishing

2022

https://scholar.google.com/citations?view_op=view_citation&hl=en&user=hXmr_bYAAAAJ&cstart=20&pagesize=80&citation_for_view=hXmr_bYAAAAJ:gFrPXmx1TSsC

English