Business resources and capabilities as drivers of environmental strategy: A case study of the Nigerian Tourism Development Corporation (NTDC)

 

B. E. A. Oghojafor¹ and O. A. Ogunkoya²*

 

Research Article | Published August 2015

Journal of Economics and International Business Management, Vol. 3(1), pp. 14-19.

 

¹Department of Business Administration, University of Lagos, Lagos, Nigeria.
²Department of Business Administration, Olabisi Onabanjo University, Ago Iwoye, Ogun State, Nigeria.

 

*Corresponding author. E-mail: ogunkoyaoa@yahoo.com.

 

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This paper investigates the activities of the Nigerian Tourism Development Corporation (NTDC) in relation to the environmental marketing strategies in the Nigerian hospitality industry. Specifically, it studies the relationship between resources and capabilities as drivers of the environmental marketing strategy of hotels in Nigeria. Building on the resources-based view, this study explains the drivers and outcomes of environmentally friendly marketing strategies in the Nigeria’s hotel services. It is a survey research design in which data that were collected from 152 hotels personnel reveals that effective green marketing strategies can be achieved through the possession of sufficient physical and financial resources. Furthermore, the study confirms that there is a significant effect of environmental marketing strategy on the competitive advantage level in the hospitality industry in Nigeria.

 

Keywords: Nigerian Tourism Development Corporation, environmental marketing, capabilities, resources-based view, hotel, ecology.