Leveraging Technology-Driven Revenue Management to Promote Sustainable Hospitality Practices in Sri Lanka Amidst Tourism Seasonality

This study examines the role of technology-driven revenue management strategies in promoting sustainable hospitality practices in Sri Lanka, where tourism demand is highly affected by seasonality. Guided by the Technology–Organization–Environment (TOE) framework and the Triple Bottom Line (TBL) framework, the study investigates how technology-driven pricing, demand management, and marketing strategies influence sustainable accommodation, transportation, and stakeholder engagement practices. A mixed-methods research design was adopted, combining a quantitative survey of 161 hospitality stakeholders with 10 qualitative interviews. The quantitative findings indicate a high level of adoption of technology-enabled revenue management practices within the hospitality sector. Regression analysis reveals that technology-driven pricing and demand management strategies have significant positive effects on sustainable accommodation practices, while technology-driven marketing strategies demonstrate a weaker but supportive relationship with sustainability outcomes. The qualitative findings further reveal that hotels increasingly utilize dynamic pricing, demand forecasting, data analytics, social media, and search engine optimization to improve occupancy management, revenue performance, customer engagement, and resource utilization. Participants emphasized that technology-supported pricing and forecasting tools help organizations respond effectively to seasonal demand fluctuations, optimize resource allocation, reduce operational inefficiencies, and support long-term sustainability objectives. The findings also indicate that digital marketing plays an important role in strengthening customer engagement, market visibility, and business performance. The study demonstrates that the integration of technology-driven revenue management and sustainability practices enhances economic performance, operational efficiency, and responsible resource management in the hospitality sector. The study contributes to the growing literature on sustainable tourism and revenue management in developing economies and provides practical insights for hospitality managers and policymakers seeking to address seasonality challenges while advancing sustainability goals.