اثر بازارگرایی سبز بر عملکرد سازمانی از طریق مزیت رقابتی و زنجیرۀ تأمین سبز در صنعت گردشگری (مورد مطالعه: دفاتر خدمات مسافرتی تهران)
آرشیو
چکیده
تخریب محیط طبیعی، میراث و منابع گردشگری و ناپایداری سازمان ها به طور قابل ملاحظه ای در دهه ای که در آن زندگی می کنیم، افزایش پیدا کرده است. محیط خارجی فشار نهادی بر سازمان ها اعمال می کند تا به بازار توجه کنند و به کمک تعهد مدیریتی که از شیوه های زنجیره تأمین سبز به عنوان یک منبع استراتژیک استفاده نمایند که در نهایت با کمک بازاریابی سبز، مزیت رقابتی ایجاد گردد. ایجاد مزیت رقابتی می تواند منجر به بهبود عملکرد سازمانی برای سازمان ها شود. این پژوهش از نوع کاربردی و از نظر روش توصیفی- پیمایشی است. جامعه آماری در این پژوهش فعالان صنعت گردشگری فعال در حوزه دفاتر خدمات مسافرتی تهران درنظر گرفته شده است. با نامحدود در نظر گرفتن جامعه آماری و استفاده از فرمول کوکران برای جامعه نامحدود، تعداد ۳۸۴ نمونه با روش غیراحتمالی دردسترس انتخاب شد. برای بررسی فرضیه ها و مدل، آزمون رگرسیون و معادلات ساختاری در نرم افزار Amos استفاده شد. نتایج پژوهش نشان داد که اتخاذ شیوه های زنجیره تأمین سبز شرایطی را برای یک محیط مزیت رقابتی ایجاد می کند که در آن بهبود عملکرد ممکن است.The Effect of Green Market Orientation on Organizational Performance through Competitive Advantage and Green Supply Chain in the Tourism Industry: A Case Study of Travel Agencies in Tehran
Introduction Today, in the tourism sector, particularly in developed countries, the importance of the environment considerations and green supply chains has gained increasing attention. From the researcher’s perspective, a critical question arises is the green supply chains in tourism and green market orientation an effective competitive advantage that enhances organizational performance while adhering to environmental principles. Based on the model presented in the research by Gonzalez et al. (2022), institutional pressure has been identified as a precursor to management commitment and market orientation, which can effectively facilitate the adoption of green supply chain practices in all industries. The concept of green supply chain was first introduced by Kole snd Silver in 1989. This concept is becoming increasingly popular due to its commitment to sustainability among companies (De Oliveira et al., 2018; Tumpa et al., 2019).Methodology This research can assist in the decisions of travel service offices in Tehran in making informed decisions. Two methods employed to gather information: a library method for collecting theoretical foundation and a field method utilizing questionnaire to obtain data. The necessary data were collected through an available sampling method, employing a 5-option Likert scale among the operators of travel service offices in Tehran. The research was conducted from April 2023 to August 2023. Cochran's formula was applied to determine sample size, resulting in a target of 384 participants for an unlimited statistical sample of comprised 384 managers and employees of travel service offices in Tehran. For the inferential analysis of the data, we utilized, Cronbach's alpha coefficient, a method for assessing the reliability of questionnaire (Singh, 2017), to evaluate the internal consistency of the instrument. Additionally, Bartlett's test was employed to assess the appropriateness of the sample size and the correct factors separation as well as to determine the causal relationships between variables. The structural equation modeling method was applied for this analysis statistical. The statistical calculations were performed using SPSS and Amos software, with a significance level of all set at p<0.05 for tests. ResultsTo assess the reliability of the questionnaire, 30 individuals from the statistical sample completed it, and Cronbach's alpha was measured using SPSS software. The numbers reported in Table 1 indicate that the Cronbach's alpha coefficients for all variables is exceed the acceptable threshold of 0.7. Additonally, Face validity established by having the questionnaire reviewed by expert professors in the field of tourism, whose feedback was incorporated into the final version. Researchers frequently depend on subject matter experts to evaluate and enhance the validity of their instrument.To determine wether the sample size is appropriate in exploratory factor analysis, one method is to calculate the sample adequacy index. This index known as Kaiser-Mayer-Olkin (KMO) measure, was developed by Kaiser, Meyer and Olkin. The KMO conducting using SPSS software; the closer the KMO value is to 1, the more suitable the data is for factor analysis. The degree of freedom is also less than 0.01, allowing us to conclude that the results obtained from the questionnaire are acceptable.Discussion and ConclusionThe findings of this research indicate that the adoption of green supply chain practices fosters an environment conductive to competitive advantage, thereby enabling performance improvement. A similar result was obtained by Gonzalez et al. (2020) that green supply chain practices lead to higher competitive advantage after implementation. The Competitive advantage, in turn, leads to improved organizational performance. The study revealed that institutional pressure regarding market orientation and managerial commitment plays a crucial role in implementing green supply chain practices, similar to the similar result that Micheli et al. Adopted by the organization and management commitment within the organization, leads to effective implementation of green supply chain practices. Sezen et al. (2019) concluded that the push towards global sustainable industrial transformation has prompted businesses to upgrade their traditional supply chain management frameworks to incorporat green supply practice. Fahimnia et al. (2015) proposed that institutional pressure on organizations is effectively mediated through market orientation. Yu et al. (2019) found that most Chinese manufacturers utilize green purchasing and green customer cooperation to enhance environmental performance. Li et al. (2018) asserted that market orientation influences green supply chain practices that are considered internally focused, rather than externally focused. However, the green supply chain practices we propose here are more comprehensive than those identified by Lee et al., as we do not diffrentiated between internally focused and externally focused green supply chain practices. Unlike Lee et al., the current research model incorporates the impact of managerial commitment on green supply chain practices. We anticipated and research has confirmed that managerial commitment significantly influences green supply chain practices. Furthuremore, the research indicates that green marketing is effective in achieving competitive advantage and improving organizational performance. Similarly, Boley et al. (2018) concluded that tourists increasingly prefer hotel chains that demonstrate environmentally friendliness and employ green marketing strategies. Liao (2017) introduced environmental innovation as a crucial means for companies to gain competitive advantage and respond quickly to environmental changes, nothing that customer-oriented companies are better positioned to implement to carry out environmental innovation. Research conducted by (Nashroluh et al., 2019) shows that green advertising has a positively affects purchase decisions. Based on these findings, it can be concluded that travel service offices can effectively leverage green supply chain and green marketing strategies to enhance their organizational performance and secure competitive advantage. Chen (2010) also emphasizes that the shift in consumer behavior towards green products is of great interest because it may lead to substantial changes in the tourism sector. Funding There is no funding support.Authors’ Contributions Authors contributed equally to the conceptualization and writing of the article. All authors approved the content of the manuscript and agreed on all aspects of the work.Conflict of Interest The authors declared that there is no conflict of interest.Acknowledgments We are grateful to all the scientific consultants who contributed to this paper.
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