Sustainable Service Operations: Energy Management and Green Marketing in Nigerian Hotels

Abstract

Nigeria's hotel industry consumes disproportionate levels of diesel-generated electricity and potable water while generating substantial solid and liquid waste, yet strategic frameworks linking sustainability operations to service performance and competitive marketing remain underdeveloped. This study examined the influence of six green operations and marketing dimensions solar energy and renewable integration, energy-efficient equipment adoption, waste reduction and recycling programmes, water conservation management, green marketing communication, and green procurement on sustainable service operations performance in Nigerian hotels. A descriptive cross-sectional survey design was employed, with structured questionnaires administered to 396 hotel management and operations staff in selected three-, four-, and five-star hotels in Lagos, Abuja, and Port Harcourt, drawn through stratified random sampling. Data were analysed using descriptive statistics, Pearson correlation analysis, and multiple regression analysis. All six dimensions significantly and positively influenced sustainable service operations performance (R² = .641, F(6, 389) = 115.62, p < .001). Green marketing communication (β = .284) and energy-efficient equipment adoption (β = .271) emerged as the strongest predictors. The study concluded that hotels that integrate environmental practices with outward-facing green marketing strategies achieve the strongest sustainability performance outcomes. It was recommended that hotel operators develop comprehensive Environmental Management Systems linked to guest-visible green credentials, invest in solar infrastructure as a strategic cost and sustainability lever, and align procurement policies with certified green supply chains.