EFFECTS OF GREEN INITIATIVES ON HOTEL PERFORMANCE IN KAMPALA, UGANDA: EVIDENCE FROM A MIXED-METHODS APPROACH ON 5-STAR HOTELS
EFFECTS OF GREEN INITIATIVES ON HOTEL PERFORMANCE IN KAMPALA, UGANDA: EVIDENCE FROM A MIXED-METHODS APPROACH ON 5-STAR HOTELS

Summary/Abstract: This study investigates the impact of green practices on hotel performance in four five-star hotels in Kampala (Kampala Serena Hotel, Sheraton Hotel, Commonwealth Resort Munyonyo, and Pearl of Africa Hotel). The green practices assessed include water and energy efficiency measures, waste reduction, and maintenance of service quality. The research evaluates existing practices, discusses limitations, outlines benefits, and establishes the relationship between green activities and hotel performance. A purposive and random sample of 197 respondents was surveyed using a cross-sectional design that integrated qualitative and quantitative approaches. Data were collected through semi-structured questionnaires and interview guides. Quantitative analysis employed linear regression in SPSS, while qualitative data were subjected to thematic analysis. The results indicate a statistically significant positive correlation between green practices and hotel performance (r = . 486, p < . 05). The main advantages include cost-saving, competitive advantage, customer retention, and natural conservation are reported, whereas the major disadvantages comprise high installation cost, poor teamwork among hotel staff, and unfamiliarity of visitors to green practices. The study endorses staff training, customer orientation, installation of water-saving and solar systems, rainwater harvesting, recycling, green procurement, and promotion of locally sourced organic foods to strengthen environmental responsibility and enhance competitiveness.

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