| Abstrakt: |
The study aims to investigate the mediating effect of green innovation in the relationship between green entrepreneurial orientation, green organisational culture, and competitive advantage in the hotel industry in India. The study adopted the resource-based view theory; we proposed a conceptual framework. The data collection was done through a structured online survey. Data was collected from 252 hotel owners and managers sampled in the Tamil Nadu region. The study used a non-probability purposive sampling method. The data analysis through SPSS for descriptive is statistical analysis and hypothesis testing through structural equation modelling in Smart PLS 4.0 software. Further results demonstrate that green innovation positively mediates the relationship between green entrepreneurial orientation, green organisational culture, and competitive advantage. The study contributes to the literature by providing how green innovation, entrepreneurial orientation, and organisational culture can improve the competitive advantage in the hotel industry. This study has numerous theoretical, managerial, and practical implications and future directions. |
