The impact of green innovation strategies on hotel performance in the Gambia

Abstract

This conceptual paper proposes research which aims to investigate the impact of green innovation on Gambia hotels‟ performance. The paper reviewed literature on the adopting of green innovation for sustainability strategies of tourism industry. Although there is a growing trend in the adoption of green innovation strategies, there is little or no evidence that the Gambia tourism industry has given any attention to adoption of green innovations. The conclusion drawn from the literature is that green innovation has positive causal effect on environmental sustainability. The paper proposes using the quantitative method of collecting data through a self- administered questionnaire following a proper reliability test of measurement items of the research constructs. The findings of this research may help in bridging the gap in green innovation implementation, and increase the knowledge of hotel managers for the greater and improved environmental performance of hotels and the consequential costs saving and reduction of waste and pollution. The findings of this research may help cultivate the environmental sustainability culture of the hotels and reorient the attitudes and behavior of hotel staff towards sustainability performance.