The Hotel Environmental Marketing Strategy,Competitive Advantage and Hotel Performance on Koh Samui Surat Thani Province

Abstract

This study was conducted to develop a model of a resource - based view theory and a theory of competitive advantage based upon the firm’s relationship to the natural environment by Hart (1995). Data collected from 154 the hotel manager’s questionnaires were carried out in the period between September and December 2013. The findings suggested that (1) the hotel environmental marketing strategies (price, distribution, and processes) were increased affecting the hotel performances (market performance, financial performance, environmental performance, and overall performance), (2) the hotel environmental marketing strategies (price, distribution, promotion and processes) were increased affecting the competitive advantage and (3) the relationship between the hotel environmental marketing strategy (price) and the hotel performances (market performance, financial performance and overall performance) were mediated by the competitive advantage and the type of competitive advantage was both perfect and partial mediator variable.