Impact of green marketing on competitive capabilities and business performance of tourism enterprises in Vietnam

This study aims to explore and analyze how green marketing affects the business performance of travel enterprises in Vietnam. Combining qualitative and quantitative methods, data were gathered from 380 middle-to-senior-level business managers. Structural Equation Modeling (SEM) using SMARTPLS 4 software was employed to assess the model’s validity and reliability. The analysis demonstrates that green marketing positively impacts business performance, with competitive capabilities and their components serving as mediating variables. Additionally, Multi-Group Analysis (MGA) reveals statistically significant differences in these relationships based on the operational durations of enterprises. The findings highlight the critical role of green marketing in enhancing competitive capabilities, which, in turn, drive improved performance in the travel sector. These insights underscore the importance of sustainable practices in aligning business strategies with environmental objectives. For tourism stakeholders, this study offers actionable guidance for promoting green marketing strategies that contribute to both environmental sustainability and long-term business success. By integrating green marketing principles, travel enterprises can strengthen their competitive positioning while supporting Vietnam’s sustainable tourism development. These results emphasize the need for industry-wide adoption of green practices, fostering a collaborative approach to achieving environmental and economic goals in Vietnam's travel and tourism sector. This study contributes to the growing body of research on sustainable marketing and its implications for emerging markets like Vietnam.