THE INTERPLAY OF ENTREPRENEURIAL ORIENTATION AND CUSTOMER LOYALTY IN FOSTERING ECO-HOTEL SUSTAINABILITY IN ETHIOPIA
Keywords:
Entrepreneurial Orientation, Eco-Hotel, Sustainability, Customer LoyaltyAbstract
This study investigates the intricate relationship between entrepreneurial orientation (EO) and eco-hotel sustainability in Ethiopia, with a particular focus on the mediating role of customer loyalty. As global environmental concerns escalate, the hospitality sector faces increasing pressure to adopt sustainable practices. Eco-hotels, driven by an entrepreneurial mindset, are pivotal in this transition. This research posits that an entrepreneurial approach not only directly contributes to sustainable operations but also indirectly fosters sustainability by cultivating strong customer loyalty. Employing a hypothetical quantitative research design, this paper outlines a framework for assessing these relationships within the Ethiopian context, where sustainable tourism development is gaining traction. The anticipated findings suggest that a robust entrepreneurial orientation enhances eco-hotel sustainability, and this effect is significantly amplified by customer loyalty. The study concludes with theoretical contributions to entrepreneurship and sustainability literature, practical implications for eco-hotel operators and policymakers in Ethiopia, and directions for future research.
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