Green Promotion Practice and Hotel Performance: Empirical Evidence from Five-Star-Rated Hotels in Kenya
Abstract: The hospitality industry in Kenya has increasingly embraced environmental sustainability practices in response to growing environmental concerns and changing customer expectations. However, the extent to which green promotional practices relate to hotel performance requires empirical investigation. This study examined the effect of green promotional practices on hotel performance among five-star-rated hotels in Kenya. The study adopted a positivist philosophy and a quantitative approach, using a descriptive and correlational research design. The study collected data using structured questionnaires, issuing 456 questionnaires and receiving 392 returns, for a response rate of 86.0%. The study used descriptive statistics, Pearson correlation, and simple linear regression to analyze the data. Descriptive findings indicated that green promotional practices were generally implemented, with a mean of 4.00 and a standard deviation of 1.13. Hotel websites and social media for communicating environmental initiatives had the highest mean score (4.03). Inferential findings revealed a strong positive relationship between green promotional practices and hotel performance (r = 0.778). The regression model recorded a coefficient of determination of R? = 0.605, indicating that green promotional practices explained 60.5% of the variation in hotel performance. The regression coefficient was positive (B = 0.258), and the relationship was statistically significant (p
Keywords: Green Promotional Practices, Hotel Performance, Environmental Sustainability, Five-Star-Rated Hotels, Kenya
How to Cite?: Beatrice Nancy Jepchumba Chemurgor, Peter Mwaura, Stella Cheraisi Korir, "Green Promotion Practice and Hotel Performance: Empirical Evidence from Five-Star-Rated Hotels in Kenya", Volume 15 Issue 10, October 2026, International Journal of Science and Research (IJSR), Pages: 1107-1118, https://www.ijsr.net/getabstract.php?paperid=SR261017114436, DOI: https://dx.doi.org/10.21275/SR261017114436