FROM ENERGY TARGETS TO GUEST SATISFACTION: SUSTAINABILITY ROI IN KANO HOTELS THROUGH RESOURCE-BASED AND NETWORK LENS

Abstract

This study examines the business case for green initiatives in Kano’s hotel sector by linking sustainability investments to financial and guest-related outcomes through a Sustainability Return on Investment (ROI) lens. Drawing on the Resource-Based View (RBV) and Actor-Network Theory (ANT), the study analyses how internal organisational capabilities and external stakeholder networks shape the effectiveness of energy efficiency retrofits, renewable energy adoption, water-saving technologies, and waste reduction initiatives in influencing operating costs, profitability, and guest satisfaction. A multi-site mixed methods case study of six to eight hotels in Kano State combines quantitative data such as utility consumption, maintenance costs, occupancy rates, and guest satisfaction scores with qualitative evidence from management interviews, supplier interactions, and guest feedback. Data analysis includes cost–benefit analysis, difference-in-differences or interrupted time series techniques where applicable, and thematic analysis of qualitative insights. The study contributes by (i) developing a context-sensitive ROI framework for sustainability investments in emerging-market hospitality, (ii) providing practical prioritisation guidance for hotel managers and policymakers, and (iii) enhancing understanding of how green initiatives influence guest satisfaction, brand image, and loyalty under resource constraints. Overall, the study offers a decision-support toolkit for aligning environmental, social, and governance (ESG) objectives with financial performance and guest experience.