Driving Sustainable Tourism Accommodation through SMEs’ Green Competitive Advantage
Thursday, November 6, 2025 at 3:55 PM–4:15 PM CET add to calendar
Vicens Vives - Faculty of Economics
Programme Listing
This interactive session explores how tourism SMEs can enhance their green competitive advantage through the adoption and meaningful use of solar energy technologies. Drawing from a unique integration of UTAUT, institutional theory, the TOE framework, and the IS success model, the session unpacks key drivers and barriers influencing adoption behaviour. Ideal for SME leaders, sustainability professionals, policymakers, and researchers, the session offers practical strategies and a research-informed roadmap for advancing responsible and human-centred tourism innovation.