From research to startup: commercialising green hospitality marketing Innovations in public HEIs: a case study of Kyambogo university

Abstract

Studies and Hospitality Management, Kyambogo University. Data were collected through document analysis, interviews with key informants, focus group discussions, and structured questionnaires. Quantitative data were analysed with descriptive and inferential statistics. Inferential statistics included chi-square tests, multiple regression models and SEM. Qualitative data were studied through thematic analysis. The findings show that while there are research outputs on green-hospitality marketing, issues such as unstructured commercialisation pathways, limited funding, and weak connections between universities and industry hinder the transfer of innovation. However, successful student-led green startups emerging from research-based coursework show strong potential. The study concludes that improving institutional structures for research commercialisation is essential for promoting green-hospitality entrepreneurship in public higher education institutions. The results show the need for policy changes and innovation centres to speed up the transition from knowledge to business.