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The impact of stakeholder market orientation on sustainability performance at tourism destinations

Ernest Kafui Kwasi Tsetse (Department of Marketing and Entrepreneurship, University of Ghana Business School, College of Humanities, University of Ghana, Accra, Ghana and Department of Marketing, HTU School of Business, Ho Technical University, Ho, Ghana)
Mahmoud Abdulai Mahmoud (Department of Marketing and Entrepreneurship, University of Ghana Business School, College of Humanities, University of Ghana, Accra, Ghana and Department of Marketing Management, School of Consumer Intelligence and Information Systems, College of Business and Economics, University of Johannesburg, Johannesburg, South Africa)
Charles Blankson (Department of Marketing Logistics and Operations Management, University of North Texas, Denton, Texas, USA, and Ajman University, Digital Transformation Research Center (DTRC), University Avenue, Ajman, United Arab Emirates)
Raphael Odoom (Department of Marketing and Entrepreneurship, University of Ghana Business School, College of Humanities, University of Ghana, Accra, Ghana and Department of Marketing Management, School of Consumer Intelligence and Information Systems, College of Business and Economics, University of Johannesburg, Johannesburg, South Africa)

Management Research Review

ISSN: 2040-8269

Article publication date: 12 November 2021

Issue publication date: 2 June 2022

590

Abstract

Purpose

The purpose of this study is to establish the relationship between stakeholder market orientation (StMO) and sustainability performance (SP) at tourism destinations (TDs).

Design/methodology/approach

Using a quantitative survey, data was collected from 313 tourism business managers, who are the owners or managers of the tourism businesses at the TDs, and was analysed using the partial least square structural equation model.

Findings

Findings indicate that environmental performance is the highest sustainability management practice adhered to at the TDs. Also, community and visitor orientations predicted SP most, with all its hypotheses supported.

Research limitations/implications

This study focuses on the impact of StMO dimensions on SP within the TDs, thereby limiting generalisation to other sectors.

Practical implications

Tourism marketing managers are given the knowledge that StMO strategy is a precondition for effective implementation and adoption of SP strategy.

Social implications

The results have key social implications, in that a sustainability marketing strategy that will assist in the increase acceptance of sustainability programs within the tourism sector has been noted.

Originality/value

To the best of the authors’ knowledge, this is believed to be the first empirical study to test the relationship between StMO dimensions and three SP dimensions. This study will improve the sustainability management of tourism resources in Ghana. It will further aid in meeting some of the United Nations Sustainable Development Goals.

Keywords

Citation

Tsetse, E.K.K., Mahmoud, M.A., Blankson, C. and Odoom, R. (2022), "The impact of stakeholder market orientation on sustainability performance at tourism destinations", Management Research Review, Vol. 45 No. 7, pp. 929-955. https://doi.org/10.1108/MRR-04-2021-0290

Publisher

:

Emerald Publishing Limited

Copyright © 2020, Emerald Publishing Limited

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