Purpose This study integrates dynamic capability theory and contingency theory to elucidate how, and under what conditions, market intelligence utilization enhances hotel sustainability performance across economic, social, and environmental (ESE) dimensions. Design/methodology/approach Survey data were collected from senior and mid-level managers of Tanzanian hotels and analyzed using covariance-based structural equation modelling. Findings Market intelligence positively influences sustainable supply chain innovation (SSCI), which in turn mediates the relationship between market intelligence and hotels' sustainability performance across the ESE dimensions. Furthermore, internal, customer, and supplier adaptability strengthen the link between market intelligence and SSCI. However, digital orientation exerts no significant moderating effects on the interactions between market intelligence and either internal or customer adaptability. Nevertheless, a significant three-way interaction among digital orientation, market intelligence, and supplier adaptability emerges. Practical implications The study provides actionable guidance for hotel managers on enhancing sustainability performance by integrating market intelligence into their overall firm capabilities, embracing adaptive and innovation-oriented activities within the supply chain, and strategically orienting digital technology both internally and in coordination with suppliers. Originality/value This study extends current literature by identifying novel mediation and moderation mechanisms, specifically, a supply chain model of innovation, adaptability, and digital orientation, that elucidate how market intelligence translates into sustainable performance.
Mtebe et al. (2026) studied this question.