The research examines the idea that Internal Green Marketing Orientation (IGMO) is a strategic approach within the tourism and hospitality industries that focuses on integrating environmentally friendly practices into the organizational culture. It encompasses how a business perceives, values, and prioritizes environmental concerns as part of its internal operations. IGMO, as a fundamental aspect of a company's strategy, plays a significant role in shaping Business Performance (BP) in this sector. How does IGMO influence Business Performance (BP) in the tourism and hospitality industries, and what is the role of Employee Environmental Commitment (EEC) and Green Organizational Identity (GOI) in this relationship? The purpose of this study is to find the answers to the previous questions. The study randomly gathered data via time-lagged surveys distributed among workers with at least two years of experience in hotels and tourism companies in Egypt. The study employed Partial Least Squares Structural Equation Modeling (PLS-SEM) to analyze the perceptions of 338 employees working in hotels and tourism companies in Egypt. The study's results showed that IGMO is positively associated with BP. Furthermore, IGMO is positively associated with EEC. In addition, EEC is positively associated with BP. EEC succeeded in mediating the association between IGMO and BP. Finally, the study proved that GOI moderates the association between IGMO and EEC. Practical implications include prioritizing IGMO, fostering employee environmental commitment, recognizing the impact of employee commitment on business performance, leveraging employee commitment as a mediator, and understanding the role of green organizational identity in shaping employee commitment.

Several studies have shown that the adaptive reuse of heritage houses as accommodation hotels could preserve their value and attain many financial, social, environmental, and cultural benefits for both tourist destinations and hotel firms. The current study examines to what extent the adaptive reuse of heritage houses can improve conative loyalty to hotels through the mediating roles of memorable tourism and hospitality experiences. Perceptions of 308 customers who frequently occupy heritage hotels were explored and examined with structural equation modelling. The empirical results show that the adaptive reuse of heritage houses has a positive influence on memorable tourism and hospitality experiences. The memorable tourism and hospitality experience has significantly mediated the relationship between the adaptive reuse of heritage houses and hotel conative loyalty. Lastly, theoretical and practical implications are included concerning how to apply these findings to the tourism and hospitality industry.

The hospitality industry, well-known for its energetic and people-intensive nature, frequently depends on effective leadership to motivate teamwork and safeguard sustainable operational success. Nevertheless, leadership approaches may significantly influence workplace dynamics and leader narcissism appears to be a probable disruptor. This study explores the dual-edged influence of leader narcissism in the hospitality industry, specifically in determining employee unheard voice behavior and bullying in the workplace. While leader narcissism can amplify unheard voices by nurturing an environment where staff feel forced to speak up, it can also fuel workplace conflict by generating toxic interactions and advancing bullying in the workplace. This research utilized a self-administrated questionnaire, collecting data from employees in five-star hotels and category (A) tourism companies in Cairo, Egypt, from May to August 2024 through a convenience sampling technique. Of the 425 distributed questionnaires, 394 valid responses were received, and Smart PLS-3.0 was employed for hypothesis testing. The study’s findings indicate that employee voice behavior positively influences workplace bullying. There exists a favorable correlation between employee voice behavior and leader narcissism. Moreover, leader narcissism is proven to have a positive relationship with workplace bullying. Leader narcissism was recognized as a mediating variable in the connection between employee voice behavior and workplace bullying. While previous research has investigated how these factors influence work-related outcomes in broader organizational settings, this study focuses on their implications in tourism and hospitality. Additionally, the study delves into how leader narcissism mediates the connection between employee voice behavior and workplace bullying in the tourism industry. By highlighting and exploring the complexities of leader narcissism and its influence on workplace interrelationships, this research paper may offer valuable insights for top managers, policymakers, and academics seeking to generate healthier and more productive workplace environments in the tourism industry.

Background This study delves into the intricate interplay among paradoxical leadership (PL), employees’ proactive work behaviour (PAB), and perceived psychological contract fulfilment (PPCF). PL, characterized by its simultaneous emphasis on apparently contradictory behaviours, has garnered attention due to its potential to foster innovation, adaptability, and creativity. The study’s main objective is to thoroughly explore the complexities of PL, its influence on PAB, and whether the PPCF serves as a mediator. Methods A survey was distributed to 338 hotel and travel agency employees to gather data. The data was analysed using structural equation modelling through a SmartPLS program. Results The results reveal a positive correlation between PL and PAB. Additionally, PPCF partially mediates this relationship, indicating its vital role in exploring the positive impact of PL on boosting proactive behaviours. Conclusions This research brings forth meaningful contributions to both theoretical and practical dimensions. Theoretically, it enhances our comprehension of how PL manifests in the distinctive landscape of the hospitality and tourism domain, substantiating its potential to drive proactive behaviours among employees. The mediation of PPCF enriches our grasp of the underlying mechanisms, accentuating the significance of maintaining harmonized and consistent leadership practices. From a practical vantage point, these findings offer valuable insights for hospitality and tourism establishments aspiring to optimize their leadership strategies for cultivating proactive work behaviour among their workforces.

This study investigates the increasing prevalence of influencer marketing on social media. The main objectives are as follows: 1) To examine the impact of attitudes homophily on the intention to use the brand, 2) To study the influence of attitudes homophily on trust, 3) To explore the role of trust as a mediator in the relationship between attitudes homophily and the intention to use the brand, and 4) To analyze the role of trust in the intention to use the brand. A questionnaire was developed, consisting of three sections, to test these hypotheses. Data was collected from hotel guests who visited Sharm El-Sheikh and tourists from tourism and aviation companies in Cairo, Egypt. A total of 550 questionnaires were distributed to a convenient sample of tourists, resulting in 338 valid responses with a response rate of 61.5%. Smart PLS-3.0 was used to test the hypotheses. The empirical findings indicate that attitudes homophily has a positive impact on the intention to use the brand, as well as a positive influence on trust.