Effect of Customer and Competitor Pressure on Environmental Performance of Upscale Hotels in Bangladesh
Farzana Riva*
Mohammad Osman Gani**
Abstract: The study aims to examine the environmental performance of upscale hotels in light of institutional theory from the perspective of customer pressure and competitor pressure. Data were collected from 140 hotel managers considering the upscale hotels’ (3-Star, 4-Star, and 5-Star) in Bangladesh. A quantitative research approach was used. Structured questionnaire was used through drop-off and pick-up (DOPU) method to collect the data. The data were analyzed by using structural equation modelling with the help of Partial Least Square (PLS) software. According to the findings, competitor pressure and customer pressure are positively related with environmental performance of upscale hotels. So, it can be posited that customer and competitor pressure are the significant predictors of environmental performance for upscale hotels in developing country.
Keywords: Green marketing, customer pressure, competitor pressure, upscale hotels, Bangladesh.
* Assistant Professor, Department of Business Administration in Marketing, Bangladesh
University of Professionals, Email: farzana.riva@bup.edu.bd
** Assistant Professor, Department of Business Administration in Marketing, Bangladesh
University of Professionals, Email: osman@bup.edu.bd