"The Implementation and Efficacy of Green Practices in the Hotel Industry of Lucknow, India: An Analytical Assessment of Managerial Perception and Operational Performance."

Abstract

This analytical research assesses the level, efficacy, and primary drivers of Green Practice (GP) adoption within the star-category hotel industry in Lucknow, India, a critical, under-researched Tier-2 urban market. Employing a Mixed-Methods Sequential Exploratory Design (QUAL \right arrow QUAN) and utilizing Partial Least Squares Structural Equation Modeling (PLS-SEM) on primary data collected from 40 hotel managers, the study tests a conceptual model anchored in the Resource-Based View and Institutional Theory. The descriptive findings reveal high adoption of low-cost, internal-facing Energy Efficiency measures, but severe constraints in implementing capital-intensive and supply-chain-dependent practices. The structural model confirms that Economic Drivers are the strongest positive predictor of GP Adoption (\beta = 0.49, p < 0.01), while the High Initial Cost Barrier is a significant negative inhibitor (\beta = -0.38, p < 0.05). Crucially, the analysis reveals that the negative influence of the cost barrier is significantly moderated by the hotel's Star-Category, suggesting a two-speed sustainability trajectory. The positive correlation between GP Adoption and Perceived Operational Efficacy (\beta = 0.62, p < 0.001) validates the long-term business case. Findings urge policymakers to introduce targeted financial subsidies to mitigate the capital barrier, thus enabling widespread adoption necessary for sustainable tourism development in emerging urban hubs.