Identification of facilitators of sustainability innovation adoption by hoteliers of India

Abstract

Purpose This study aims to unfold the factors which influence the sustainability innovation (SUSINNOV) adoption initiatives taken by the hoteliers in India. Also, an empirical approach has been used to develop a scale entitled “sustainability innovation adoption scale”. Design/methodology/approach Churchill’s (1979) scale development methodology has been used in the current study. An exhaustive literature review was done for item generation. For scale refinement, an empirical study was conducted on managers of hotels in India to understand the sustainability initiatives taken by them. Structural equation modelling has been implemented to know about the causal effects between the various unobserved variables. Findings A scale to measure factors influencing SUSINNOV adoption by hoteliers has been developed and validated empirically. The findings highlight that there are three major factors which influence SUSINNOV adoption: diffusion of innovation (DIT) within the industry, environmental marketing strategy adopted by organisations and sustainability initiatives taken by companies and customers. Moreover, current study also attempts to highlight that DIT has a significant positive influence on environmental marketing system. Research limitations/implications This study has multiple implications for hotel industry practitioners as well as academicians. The present three-dimensional conceptual model can be used for novel causes by implementing the sustainability initiatives in the hotel industry which can result in socially acceptable, economically viable and environment-friendly practices. An important contribution of the current study is that it proposes a theoretical model and develops a scale which will enrich the innovation adoption theories. Managers can use this scale to evaluate the status of SUSINNOV adoptions in their business practices. Originality/value To the best of the authors’ knowledge, this study is the first temporal and spatial study which tries to make a scale by including a holistic view of the facilitators of sustainable innovation adoption in the hotel industry.