Purpose

This study aims to unfold the factors which influence the sustainability innovation (SUSINNOV) adoption initiatives taken by the hoteliers in India. Also, an empirical approach has been used to develop a scale entitled “sustainability innovation adoption scale”.

Design/methodology/approach

Churchill’s (1979) scale development methodology has been used in the current study. An exhaustive literature review was done for item generation. For scale refinement, an empirical study was conducted on managers of hotels in India to understand the sustainability initiatives taken by them. Structural equation modelling has been implemented to know about the causal effects between the various unobserved variables.

Findings

A scale to measure factors influencing SUSINNOV adoption by hoteliers has been developed and validated empirically. The findings highlight that there are three major factors which influence SUSINNOV adoption: diffusion of innovation (DIT) within the industry, environmental marketing strategy adopted by organisations and sustainability initiatives taken by companies and customers. Moreover, current study also attempts to highlight that DIT has a significant positive influence on environmental marketing system.

Research limitations/implications

This study has multiple implications for hotel industry practitioners as well as academicians. The present three-dimensional conceptual model can be used for novel causes by implementing the sustainability initiatives in the hotel industry which can result in socially acceptable, economically viable and environment-friendly practices. An important contribution of the current study is that it proposes a theoretical model and develops a scale which will enrich the innovation adoption theories. Managers can use this scale to evaluate the status of SUSINNOV adoptions in their business practices.

Originality/value

To the best of the authors’ knowledge, this study is the first temporal and spatial study which tries to make a scale by including a holistic view of the facilitators of sustainable innovation adoption in the hotel industry.

中文翻译：

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确定印度酒店业者采用可持续发展创新的促进者

目的

这项研究旨在揭示影响印度酒店业者采取的可持续性创新（SUSINNOV）计划的因素。此外，已采用一种经验方法来制定一个名为“可持续性创新采用量表”的量表。

设计/方法/方法

丘吉尔（1979）的规模发展方法已用于当前研究中。进行了详尽的文献综述以生成项目。为了扩大规模，对印度酒店管理者进行了实证研究，以了解他们采取的可持续性举措。已经实施了结构方程建模，以了解各种未观察到的变量之间的因果关系。

发现

已经开发并通过经验验证了一种衡量酒店经营者采用SUSINNOV的因素的量表。研究结果突出表明，影响SUSINNOV采用的主要因素有三个：行业内的创新传播（DIT），组织采用的环境营销策略以及公司和客户采取的可持续性举措。此外，当前的研究还试图强调DIT对环境营销体系具有显着的积极影响。

研究局限/意义

这项研究对酒店业从业者和院士有多重影响。通过在旅馆业中实施可持续性倡议，可以将本三维概念模型用于新的原因，这可以导致社会上可接受的，经济上可行的和环境友好的做法。当前研究的一个重要贡献是，它提出了一个理论模型并发展了一个量表，该量表将丰富创新采用理论。管理人员可以使用此量表来评估其业务实践中采用SUSINNOV的状态。

创意/价值

就作者所知，该研究是第一个时空研究，它试图通过纳入酒店业采用可持续创新促进者的整体观点来扩大规模。