Vai trò trách nhiệm xã hội của doanh nghiệp đối với Marketing xanh và lợi thế cạnh tranh khách sạn: cách tiếp cận lý thuyết
Từ khóa:
Lợi thế cạnh tranh, trách nhiệm xã hội của doanh nghiệp, marketing xanh, khách sạn, định hướng Marketing xanh tác nghiệpTóm tắt
Marketing xanh ngày càng phổ biến, và xu hướng vận dụng marketing xanh trong ngành khách sạn cũng đang phát triển mạnh mẽ. Điều này mở ra hướng nghiên cứu về cách thức đẩy mạnh, khuyến khích các khách sạn định hướng và thực hành marketing xanh nhằm gia tăng khả năng cạnh tranh của mình. Nghiên cứu này nhằm đề xuất mô hình nghiên cứu lý thuyết khám phá cơ chế thúc đẩy định hướng marketing xanh trong mối quan hệ với trách nhiệm xã hội của doanh nghiệp và lợi thế cạnh tranh. Với phương pháp nghiên cứu định tính thông qua hợp tuyển tài liệu và phỏng vấn sâu, nghiên cứu cho thấy trách nhiệm xã hội của khách sạn có tác động trực tiếp đến định hướng marketing xanh và lợi thế cạnh tranh. Đồng thời, kết quả nghiên cứu cũng chỉ ra định hướng marketing xanh có ảnh hưởng đến lợi thế cạnh tranh. Kết quả nghiên cứu sẽ là cơ sở quan trọng để tiến hành nghiên cứu định lượng về vai trò trách nhiệm xã hội của doanh nghiệp đối với Marketing xanh và lợi thế cạnh tranh khách sạn.
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