The Green Advantage : How Customer Beliefs in Green Dynamic Capabilities Drive Authentic Brand Activism and Innovative Value in Hospitality

 

Building on contemporary research in strategic management, marketing, and consumer behaviour, the book introduces an integrated framework linking Green Dynamic Capabilities, Customer Belief in Green Dynamic Capabilities, Perceived Authenticity of Brand Activism, and Perceived Appeal of Innovative Value Propositions. Through practical examples, it explains how environmental capabilities become visible to guests, how trust is formed, and why sustainability-driven value creation matters more than claims.

 

Designed for hotel executives, practitioners, researchers, and students, the book bridges theory and practice with actionable insights. It provides a roadmap for designing sustainability initiatives that strengthen guest trust, enhance customer experience, encourage loyalty, and improve competitiveness. Ultimately, the book shows that the greatest advantage belongs not to hotels that communicate sustainability the loudest, but to those that embed it authentically into every aspect of the guest experience.