Abstract:
Purpose – The purpose of this study is to establish the relationship between stakeholder market orientation
(StMO) and sustainability performance (SP) at tourism destinations (TDs).
Design/methodology/approach – Using a quantitative survey, data was collected from 313 tourism
business managers, who are the owners or managers of the tourism businesses at the TDs, and was analysed
using the partial least square structural equation model.
Findings – Findings indicate that environmental performance is the highest sustainability management
practice adhered to at the TDs. Also, community and visitor orientations predicted SP most, with all its
hypotheses supported.
Research limitations/implications – This study focuses on the impact of StMO dimensions on SP
within the TDs, thereby limiting generalisation to other sectors.
Practical implications – Tourism marketing managers are given the knowledge that StMO strategy is a
precondition for effective implementation and adoption of SP strategy.
Social implications – The results have key social implications, in that a sustainability marketing strategy
that will assist in the increase acceptance of sustainability programs within the tourism sector has been noted.
Originality/value – To the best of the authors’ knowledge, this is believed to be the first empirical study to
test the relationship between StMO dimensions and three SP dimensions. This study will improve the
sustainability management of tourism resources in Ghana. It will further aid in meeting some of the United
Nations Sustainable Development Goals.
