Leveraging Green Dynamic Capabilities in Developing Green Marketing Strategies to Explain Green Competitive Advantage

Abstract

Objective - In order to determine how a company's green dynamic capabilities interact with green marketing strategies to affect the degree of green competitive advantage in Indonesia's tourism and hospitality sector, this study looks at the resource-based view and dynamic capabilities theory in the context of the industry.

Design/methodology/approach  - Using multi-source data and three-wave time data from 322 respondents in the tourism industry to test the hypothesis.

Findings - The study's findings show that all of the assumptions were supported, demonstrating the direct and indirect connections between green competitive advantage, green marketing tactics, and green dynamic capabilities.

- For practitioners and policymakers looking to improve the competitive edge and sustainability performance of businesses in the quickly expanding tourist industry, this study provides insightful information.