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This study aims to explore key drivers of tourism sustainability practices and their impact on the sustainable competitive performance of the tourism accommodation industry. The study adopts an exploratory research design under qualitative research, using semi-structured interviewing of owners and managers of tourism accommodation firms using the TOE framework and RBV theory. The findings reveal that technological sustainability expertise, executive sustainability support, organizational resources and capability, service intermediary sustainability practices, collaborative innovation adoption capability, tourism sustainability regulatory policy, and sustainability practices perceived by residents are the key drivers of TSP. The outcomes also show that tourism sustainability practices have a positive impact on the SCP of accommodation firms. This study makes a theoretical contribution to the literature on tourism sustainability by exploring how TOE antecedents motivate firms to adopt sustainability practices as product innovation, which in turn enhance SCP. Also, this study provides strong backing for the premises of the TOE framework, and RBV theory offers valuable practical insights for managers and owners. This will aid in identifying the pivotal factors influencing TSP and SCP, enabling the implementation of innovative strategies to enhance firm competitiveness. Also, the research can help the government and policymakers formulate sustainable tourism policies to promote tourism innovations. The adoption of sustainable practices has been a focal point for both academic researchers and professionals in the tourism industry. However, there has been insufficient exploration of the TOE drivers that facilitate the integration of tourism sustainability within the context of TAFs in a developing country. Therefore, this study aims to fill this gap in knowledge.

This study aims to explore key drivers of tourism sustainability practices and their impact on the sustainable competitive performance of the tourism accommodation industry. The study adopts an exploratory research design under qualitative research, using semi-structured interviewing of owners and managers of tourism accommodation firms using the TOE framework and RBV theory. The findings reveal that technological sustainability expertise, executive sustainability support, organizational resources and capability, service intermediary sustainability practices, collaborative innovation adoption capability, tourism sustainability regulatory policy, and sustainability practices perceived by residents are the key drivers of TSP. The outcomes also show that tourism sustainability practices have a positive impact on the SCP of accommodation firms. This study makes a theoretical contribution to the literature on tourism sustainability by exploring how TOE antecedents motivate firms to adopt sustainability practices as product innovation, which in turn enhance SCP. Also, this study provides strong backing for the premises of the TOE framework, and RBV theory offers valuable practical insights for managers and owners. This will aid in identifying the pivotal factors influencing TSP and SCP, enabling the implementation of innovative strategies to enhance firm competitiveness. Also, the research can help the government and policymakers formulate sustainable tourism policies to promote tourism innovations. The adoption of sustainable practices has been a focal point for both academic researchers and professionals in the tourism industry. However, there has been insufficient exploration of the TOE drivers that facilitate the integration of tourism sustainability within the context of TAFs in a developing country. Therefore, this study aims to fill this gap in knowledge.