Abstract:
This study examined the effect that top-level management had on the
relationship between hospitality businesses in Ghana's central region and their
sustainability performance. This study examined how a focus on green marketing
and backing from management affected sustainability performance, drawing on
the work of upper echelon theory and the notion of the firm as a system's natural
resource base. The research questions were tested using four hypotheses. This
study used a quantitative method and an explanatory research design to gather
primary data from 197 hotel managers in the Central area of Ghana selected using
a simple random selection strategy and given a structured questionnaire.
SmartPLS 3 and IBM SPSS Statistics version 26 were then used to evaluate the
data. After gathering the data, we used Partial Least Squares Structural Equation
Modelling (PLS-SEM) to analyse it and test our hypotheses. The study's results
stress the value of green marketing techniques and the dedication of hotel
management in raising the industry's bar for environmental responsibility. When
hotels in Ghana's central region received the most support from upper-level
management, they performed best on sustainability metrics. To improve
sustainability performance and inspire hotel tactical managers to use green
marketing practises, the study found that policymakers, practitioners, and
management should keep or strengthen their green marketing orientation.
