Exploring the drivers of sustainable service innovation adoption and their relationship with competitive and sustainability performance: a qualitative study using combined theories

Purpose The purpose of the study is to explore the drivers of sustainable service innovation adoption (SSIA) and their relationship with the competitive and sustainability performance (SP) of tourism accommodation firms (TAFs) using technology–organization–environment, dynamic capability view, triple bottom line and the stimulus–organism–response theories. Design/methodology/approach Data collection for this qualitative study involved individual in-depth interviews using purposive and convenience sampling. In total, 16 interviews were conducted, satisfying both applied and theoretical saturation criteria. Grounded theory and thematic analysis were employed in the study to explore the research questions. Findings The findings show that technological capability, innovative service capability, organizational technology readiness, knowledge-sharing culture, government regulatory environment and competitive pressure are key drivers of SSIA, impacting the competitive and SP of TAFs. Practical implications This research delivers actionable insights for tourism firms, guiding them in developing and implementing innovative policies that can significantly enhance their operational and strategic performance. Also, the study provides strategic policy recommendations for governments to formulate and implement effective, sustainable tourism strategies, fostering the growth and long-term development of sustainable tourism. Originality/value This study offers a vital theoretical contribution by providing a holistic understanding of the key drivers of sustainable tourism service competitiveness in the accommodation industry through the combination of multiple theoretical lenses. This research also demonstrates how this adoption can foster and facilitate the competitive performance of practicing firms.