Designing and explaining model of profitability green hospitality based on Grounded strategy

Considering the importance of green hospitality in the tourism industry perspective, hoteliers need to ensure that the formulation and implementation of environmental strategies, while legitimizing their business activities in the Society, also improves financial performance and profitability. The main purpose of this study is to design a profitable green hospitality model based on grounded theory and it uses the systematic design of Strauss and Corbin. In order to collect data, 16 open-ended interviews were conducted with experts in the hospitality industry and university professors. According to the open, axial and selective coding instruction, the data is conceptualized into 15 subcategories and 6 main categories. Integrated model of profitable green hospitality shows that hotel profitability is a function of the dominant environmental context, and the dominant environmental context (causal category) is the causal condition for green behaviors (Axial category) and green capabilities (Action and reaction category), intra-organizational factors (interfering factors) and relative stability (contextual factors) lead to the ultimate outcome, namely profitable financial performance. Given the research gap in this area, it is suggested to pay more attention to the topic of green hospitality as an important topic in the perspective of tourism studies.