Effect of Circular Business Modeling on Competitive Positioning of Hospitality Firms in Kenya

Abstract

The research is on exploring the effect of circular business modeling on competitive positioning of hospitality firms in Kenya. The study had two key objectives: To ascertain the key drivers of circular business modeling in hospitality industry in Kenya and to examine the effect of circular business modeling on competitive positioning in the hospitality industry in Kenya. The study’s independent variables were environmental, social and economic sustainability. The research used a descriptive cross-sectional survey design. Primary data was obtained through questionnaires, and descriptive statistics applied to evaluate the data. According to the model summary, the independent variables account for 81.9% of changes in the dependent variable, as shown by the R2 value, which suggests other factors may exist but were not taken into consideration in this model and account for 18.1% of the competitive positioning of the hospitality firms in Kenya. According to the findings of the statistical inference, there is a statistically significant and positive correlation between circular business modeling and hospitality firms in Kenya. The study recommended more research to be done on circular business modeling practices in Kenya using different dependent variable as well as exploration on the challenges of adopting circular business modelling