Tourism is fundamental to the economy of Wales, and the government tourism plan 2020–2025 centres on sustainable development. This paper presents a quantitative analysis of research undertaken by the Next Tourism Generation Alliance (NTGA) project in Wales evidencing sustainability skills gaps. Survey data collected from five tourism sectors, accommodation, food and beverage, destination management, visitor attractions, travel agents and tour operators, show that the highest green and social skills gaps were identified in food and beverage businesses, whilst accommodation reported the lowest skills gaps. The effect of the type of tourism sector, business size and job level on green skills gaps perceptions was found to be insignificant, which indicates that training in sustainability skills is considered important regardless of these variables. The effect of type of tourism activity on perceptions of social skills gaps including personal and communication was significant. Addressing skills gaps is crucial given the significance of the industry in the national economy and the need for recovery from COVID-19. Tourism is one of the worst affected industries in the pandemic, and global market research and policy guidance highlight the importance of sustainable tourism development to ensure a resilient recovery.

Sustainable human resource management (SHRM) practices are extensively believed to cause a strategic advantage for the hotel industry. However, while a growing body of evidence indicates that SHRM practices are related to superior organization-level outcomes, it is rather unclear as to how these practices could affect such outcomes and whether they result in desirable hotel outcomes. This paper aimed to examine the moderation effect of hotels’ environmental strategy (ES) on the relationship between SHRM practices and hotel business outcomes: operational performance (OP), competitive advantage (C), and corporate performance (CP). Following a positivism philosophy, a proposed hypothesised model was validated through a survey strategy. Data were obtained from 247 green-certified hotel managers based in Egypt’s top-two major cities involving green-certified hotels. Structural equation modelling was used to test the model relationships. The findings lent credence to the significant connectedness between SHRM practices and hotel business outcomes. The moderation effect of ES was positively confirmed by 83.4% of the SHRM practices, demonstrating that ES is a crucial driver of hotel business outcomes through the optimal usage of SHRM. Negatively, it was revealed that only sustainable promotion practice (16.6%) does not moderate its impact on the hotel business outcomes. This research is the first empirical study to examine the moderation effect of ES on the nexus between the SHRM and hotel business outcomes in the green-certified hotels of Egypt.

Purpose: This research assesses the present condition of Circular Economy (CE) practices in green hotels situated in two leading Middle Eastern nations, Saudi Arabia and Egypt. Furthermore, it investigates the crucial impact of Industry 4.0 innovations in facilitating the relationship between the adoption of CE initiatives and hotel performance (HP).Design/methodology/approach: Data from 59 green hotels in Saudi Arabia and 76 in Egypt were collected online, resulting in 400 complete forms, providing a diverse sample size suitable for PLS-SEM analysis using JASP software as a leading machine learning application.Findings: The results demonstrate a notable correlation between CE strategies, including redesign, production, reuse and recovery in hotels and HP. Additionally, the impact of Industry 4.0 performance on the relationship between CE and HP is facilitated by four distinct CE loops.Practical implications: This study offers practical insights into implementing CE practices in the hotel industry, aiding policymakers and establishments in enhancing sustainability and performance. Key stakeholders can use these findings to develop strategies that integrate CE initiatives, improve operational outcomes and align marketing efforts with sustainable practices.Originality/value: This study is groundbreaking in its exploration of the relationship between CE and the transition to Industry 4.0 in the MENA region, analyzing the specific CE practices that contribute to high HP. The tested model expands on the Natural Resource-Based View and stakeholder theory by incorporating the critical role of Industry 4.0 innovations in the CE–HP nexus.

This research examines the proposition that enhancing sustainable innovation can be particularly effective when the focus is on strategy, machine learning, and digitalization. The study specifically targets the complex interactions among strategic alignment (SA), sustainability-oriented innovation (SOI), and digital transformation (DT) within small and medium-sized enterprises (SMEs) in Saudi Arabia, particularly within the service sector. A moderated mediation framework was constructed to analyze the influence of SA on SOI, the mediating role of DT, and the moderating effect of strategic orientation (SO). Data were collected through structured surveys from 339 SMEs using a quantitative research design and a cross-sectional methodology. The partial least squares structural equation modeling (PLS-SEM) technique was employed to validate the proposed framework and hypotheses. The results indicate that SA significantly boosts SOI, with DT acting as a strong mediator in this connection. Furthermore, SO moderates the relationships between SA and SOI, SA and DT, and DT and SOI, highlighting its essential role in shaping the dynamics of sustainable innovation. These findings emphasize the necessity of aligning strategic initiatives with digital advancements to foster innovation that achieves a balance among economic, social, and environmental objectives. This study contributes to existing literature by filling the research gap regarding SOI and DT in Saudi SMEs and offers practical insights for SMEs facing sustainability challenges. Future research should delve deeper into digital technology configurations, industry-specific contexts, and cross-national applications to improve the applicability of these findings.

Purpose: This article seeks to examine how structural alignment (SA) and guided governance (GG), key components of team management (TT), mediate the connection between talent management (TM) and the competitive performance (CP) of hotels.Design/methodology/approach: The study employed a quantitative methodology by administering surveys to 330 hotel executives in Egypt to gather the necessary data. To examine the research hypotheses, partial least squares-structural equation modeling was utilized.Findings: Talent management mindset (TMM) and talent management strategy (TMS) are closely connected to team management (TT) and CP. Both SA and GG play a considerable role in mediating the relationship between TM and CP. Additionally, the impact of strategic incentives (SI) moderator in shaping the connection between TM and CP has been validated.Research limitations/implications: This research is part of a small collection of studies that examines TM, TT and CP in a practical manner. The scope of this study is focused on luxury hotels located in Egypt. It contributes to the field by expanding our understanding of TM, TT and the multifaceted nature of a hotel’s CP, an important but often overlooked concern, particularly within the Egyptian context. Additionally, it suggests numerous possibilities for further investigation in the future.Originality/value: This study is among the initial research works that emphasize a moderated mediated model of TM, TT, SI and hotels’ competitive performance in Egypt.

This study harnesses the power of machine learning to unravel the intricate dynamics of influencer credibility in shaping brand admiration and consumer purchase intent within the realm of social media marketing. A survey of 423 consumers, analyzed using JASP software and advanced structural equation modeling (SEM), provides a data‐driven lens into how credibility dimensions—experience, trustworthiness, attractiveness, and conformity—influence consumer perceptions and actions. Findings highlight the pivotal roles of experience and trustworthiness in fostering brand admiration, while attractiveness yields inconclusive results. Conformity emerges as a subtle yet significant factor in driving purchase intent. Notably, brand admiration serves as a critical intermediary, bridging the gap between influencer credibility and consumer purchase decisions. This research underscores the transformative potential of machine learning in decoding consumer behavior, offering fresh insights for marketers aiming to optimize influencer‐driven campaigns in the ever‐evolving digital landscape.