How thermal hotels can leverage sustainability for competitive advantage

Purpose This study examines the interplay between corporate social responsibility (CSR), green marketing orientation (GMO), competitive advantage and environmental performance at Afyonkarahisar Green Thermal Hotels, a prominent thermal tourism destination in Türkiye. Design/methodology/approach A representative sample of 390 employees from different green thermal hotels was selected. Partial least squares structural equation modeling structural equation modeling was used to test the research hypotheses. Findings CSR positively affects different dimensions of GMOs, which supports its role in shaping eco-centered marketing strategies at different operational levels. The influence of strategic and tactical GMOs on competitive advantage was verified, with strategic GMOs having a more significant impact. Nonetheless, internal GMOs do not significantly affect competitive advantage. Competitive advantages strongly affect environmental performance. Practical implications Aligning CSR initiatives with aspects related to GMOs can enhance environmental performance and offer a competitive advantage. Allocating resources based on the impacts of GMOs can aid strategic decision-making. Embedding sustainability as a competitive edge and establishing alliances with similar-minded stakeholders strengthen CSR efforts, improving the market position. The comprehensive framework and insights of this work contribute to the evolving landscape of CSR. Originality/value This study is valuable for its original contribution to research on green thermal hotels. It is the first study to provide a comprehensive framework that analyzes the relationships between CSR, GMOs at various levels, competitive advantage and environmental performance. It provides practical guidance to effectively integrate green marketing, address a research gap and promote transformative business approaches for sustainability and competitiveness in the field.