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Increasingly stringent environmental regulations and consumer awareness around environmental protection and sustainability are driving forces in the hotel industry. We explore the Proactive Environmental Strategies being implemented in the hotel industry using Resource-Based View (RBV) and Resource Dependence Theory (RDT) to help companies with Eco-Innovation, Green Core Competences, and Green Competitive Advantages. We investigated the correlations between Proactive Environmental Strategies, Eco-Innovations, Green Competitive Advantages, and Green Core Competences in the hotel industry. With 366 responses, the correlation of Proactive Environmental Strategies with Eco-Innovation and how these are related to Green Competitive Advantage and Green Core Competence were explored. The results revealed that Proactive Environmental Strategies positively influence Eco-Innovation, which in turn directly affects Green Core Competence. Moreover, Green Core Competence affects Green Competitive Advantage. However, the effects of Eco-Innovation on Green Competitive Advantage were not significant. Therefore, companies must either re-consider existing or develop new technologies to become more innovative to meet the emerging environmental demands and green competitiveness strategies. This study  also contributes to our understanding of how Eco-Innovation affects guest satisfaction and repeat patronage in the hotel image. The practical and theoretical implications of the findings provide guidance to managers in the hotel industry.

Proactive environmental strategies in the hotel industry: eco-innovation, green competitive advantage, and green core competence