Assessing the Effectiveness of Sustainability Strategies on Hotel Marketing Performance in Victoria Falls, Zimbabwe

Abstract

This study examines the effectiveness of sustainability strategies in enhancing hotel marketing performance within the Victoria Falls hotel sector in Zimbabwe. Specifically, it evaluates the influence of Environmental Management Systems (EMS), Green Waste Management (GWM), and Sustainable Procurement (SP) on key marketing outcomes, namely brand image, customer loyalty, and repeat patronage. Grounded in the Resource-Based View, Stakeholder Theory, and Signaling Theory, the study conceptualises sustainability as a strategic organisational capability whose marketing value depends on stakeholder perception, perceived authenticity, and the visibility of credible signals. A convergent parallel mixed-methods research design was adopted. Quantitative data were collected from hotel guests (n = 96) and hotel managers (n = 12), while qualitative data were obtained through semi-structured interviews with senior hotel executives and regulatory stakeholders (n = 5). Quantitative data were analysed using regression analysis and Structural Equation Modelling to test direct, mediating, and moderating relationships, while qualitative data were analysed thematically to provide contextual and explanatory insights. Data integration enabled triangulation across stakeholder perspectives. The findings indicate that sustainability strategies have a statistically significant, though uneven, impact on hotel marketing performance. Environmental Management Systems emerged as the strongest predictor of improved marketing outcomes, reflecting their structured, organisation-wide implementation and contribution to operational reliability and brand credibility. Green Waste Management and Sustainable Procurement also demonstrated positive effects, but these were weaker and more dependent on visibility and communication. Crucially, the study reveals that sustainability investments do not consistently translate into marketing gains unless they are mediated by guest’s perceived authenticity and reinforced through visible Eco certification. Eco certification visibility was found to significantly moderate the sustainability–marketing performance relationship, strengthening market outcomes where certification was clearly displayed and recognised. Conversely, weak sustainability signaling practices and the tendency toward greenhushing limited guest awareness and trust, contributing to a sustainability performance paradox in which strong environmental performance yielded limited marketing returns. The study contributes to sustainability and hospitality marketing literature by demonstrating that the marketing value of sustainability is conditional rather than automatic. Practically, the findings offer