Green marketing orientation and sustainable performance of hospitality firms in the Malabo capital of Equatorial Guinea
In recent years, the hotel industry had faced increasing scrutiny over its environmental impact, prompting customers to seek eco-friendly accommodation options. This research aimed to assess the influence of green marketing and hotel environmental performance within Equatorial Guinea capital of Malabo. Guided by the natural resource base view theory, this study employed a quantitative approach and an explanatory design. The target population included all 197 hotels in Equatorial Guinea capital of Malabo, with a sample size of 132 hotels selected through simple random sampling.