The effect of environmentally sensitive strategies on competitive advantage and financial performance of businesses: A research on the Turkish accommodation sector

The aim of this study is to determine the effect of environmentally friendly strategies on financial performance and competitive advantage of hotel enterprises operating in accommodation sector in Turkey. The research is handled within the scope of Resource Dependence Theory. The research included 157 hotels in 7 different cities. In this study, simple random sampling method, which is one of the random sample types, was preferred. The questionnaire technique was used as the data collection method, SPSS 22 and SPSS PROCESS package program was used in the analysis of the obtained data. Reliability analysis, factor analysis, frequencies, variance analysis, correlation analysis and regression analysis were performed. It was determined that the reliability coefficients and factor values of the scales were high. As a result of the regression analysis, it is concluded that environmentally friendly strategies increase the financial performance of hotels and provide competitive advantage. However, the mediator role of competitive advantage in the impact of environmentally friendly strategies on the financial performance of hotel establishments is not significant. In addition, it has been concluded that the factors such as being a chain hotel, having an environmental management certificate, having a quality certificate, number of stars help to gain competitive advantage and increase financial performance. Within the scope of this study, an original environment-friendly accommodation management scale is developed. Thus, this study differs from other studies in that the scale, which is developed according to the dynamics of the accommodation sector in Turkey.