This study examines the critical role of green entrepreneurial orientation (GEO), green innovation (GI), and green organizational identity (GOI) in mediating the relationship between green human resource management (GHRM) and green reputation (GR) through the lens of institutional theory. These elements are significant as they underscore how organizations can strategically enhance their green reputation, a critical factor for sustainability-focused industries like tourism and hospitality. Data was collected from employees of travel agencies in Saudi Arabia, and a Partial Least Squares Structural Equation Modeling (PLS-SEM) analysis of 866 valid responses was performed. The findings reveal that GHRM directly and positively influences green reputation, while GEO, GI, and GOI serve as partial mediators, amplifying these effects. This study provides practical insights for industry professionals by highlighting actionable pathways to leverage GHRM practices for strengthening green reputation. The research underscores the strategic importance of embedding green initiatives into organizational practices to align with evolving sustainability goals and industry standards, offering new perspectives and implications for both academia and practitioners.

This study investigates how green talent management influences green performance, green entrepreneurship, and the green organizational climate. Additionally, it analyzes the impact of green entrepreneurship and green organizational climate on green performance. The research also delves into the mediating roles of green entrepreneurship and green organizational climate within the framework of dynamic capability theory in the tourism and hospitality industries. Data were gathered from employees working in travel agencies and tour operators in Saudi Arabia, with a PLS-SEM analysis conducted on 788 valid responses. The results revealed that green talent management has a positive impact on green performance, green entrepreneurship, and the green organizational climate. Additionally, the study found that both green entrepreneurship and a green organizational climate positively influence green performance. Importantly, the findings underscored the partial mediating roles of green entrepreneurship and green organizational climate in the link between green talent management and green performance. This study enriches the literature by clarifying the mechanisms through which green talent management can be utilized to enhance green performance. Theoretically, the findings expand on dynamic capability theory by emphasizing the importance of green-focused human and organizational resources as dynamic capabilities that enable environmental adaptation and sustainable competitive advantage. Practically, these insights provide actionable implications for tourism and hospitality organizations seeking to improve sustainability practices through green talent management, green entrepreneurship, and a green organizational climate, thereby reinforcing the role of dynamic capabilities in achieving sustained green performance.

Medical and wellness tourism has emerged as a pivotal sector with significant economic implications globally, especially after the COVID-19 pandemic. This study delves into the landscape of Saudi Arabia’s medical and wellness tourism, recognizing its importance as a key player in the tourism industry. The study aims to elevate this sector to new heights on the global stage by employing the Business Model Canvas (BMC) as a strategic tool. BMC allows for a comprehensive analysis of the medical tourism industry in Saudi Arabia, breaking down key elements across its nine blocks: key partners, key activities, key resources, value propositions, customer segments, channels, customer relationships, cost structure, and revenue streams. The results of this study shed light on the unique selling proposition (USP) as a crucial strategic step for Saudi Arabia to distinguish itself and enhance its position in the international medical tourism arena. By identifying and maximizing the unique aspects within each BMC block, the study presents a roadmap for Saudi Arabia, navigating the challenges and capitalizing on the potential of the medical and wellness tourism sector. This research serves as a guide, emphasizing the strategic importance of a well-defined business model to shape the future of medical and wellness tourism in Saudi Arabia and establish a prominent global presence.

This study aimed to examine the role of ChatGPT in supporting travel decision-making by investigating its direct influence and the mediating effects of trust in AI-generated content, perceived usefulness, and perceived ease of use. Data were collected from 1208 qualified respondents and selected through non-probability convenience sampling from active digital travel communities on platforms. The results revealed that ChatGPT affects travel decision-making and also significantly influences users’ trust in AI-generated content, their perception of usefulness, and ease of use. Furthermore, all three mediators were found to significantly impact travel decision-making, and mediation analysis confirmed that these variables partially explain the link between ChatGPT usage and tourists’ behavioral intentions. These findings advance TAM by positioning trust as a central mechanism in AI adoption and demonstrate ChatGPT’s potential as a decision-support tool in tourism. This study offers practical insights for developers and policymakers seeking to improve transparency, reliability, and user experience of conversational AI in travel contexts.

This study explores the drivers and barriers of the Circular Economy (CE) in Tunis Village, a rural tourism destination, as a case study of emerging economics. We adopted an exploratory case study methodology. Telephone interviews (n = 10) with stakeholders were conducted, and a survey of employees (n = 123) was distributed. Qualitative data were thematically analyzed, and quantitative data were descriptively presented. The results show that improving relationships with the local community, gaining financial benefits, and improving relationships with suppliers were the top perceived drivers. The top perceived barriers are poor economic development, which makes the implementation of large-scale sustainability difficult; a lack of technology and advanced technologies; and the absence of effective and integrated waste management and recycling systems. Considering the exploratory nature and design of this study, the results cannot be generalized. However, the results can help plan future research on a larger scale in developing economies. Furthermore, the findings can inform policymakers on how to better apply CE practices in rural tourism destinations. The topic of CE has been under-researched in connection with developed countries, and this study is the first to examine CE in rural tourism destinations in emerging countries. This underlines the specific drivers and barriers related to CE as a sustainable development practice. Additionally, it contributes to the academic debate on this notion.

Purpose: This study investigates how green innovation (GI) bridges the relationship between green knowledge management, green organizational culture, green organizational identity and corporate sustainable development (CSD) in travel agencies. It also examines the moderating role of opportunity alertness, an underexplored factor in previous literature. Design/methodology/approach: Data were collected from 332 travel agency managers using a quantitative approach with a convenience sampling method. Structural equation modeling (PLS-SEM) was employed to test the proposed relationships and analyze the mediating and moderating effects of GI and opportunity alertness, respectively. Findings: The results indicate that GI partially mediates the relationship between green knowledge management, green organizational culture, green organizational identity and CSD, significantly improving the prediction of sustainability outcomes. Opportunity alertness further enhances this relationship, emphasizing its importance in sustainability strategies. Practical implications: Travel agencies should institutionalize green knowledge management systems, implement low-carbon and digital service innovations and embed environmental values into organizational culture and identity. Strengthening opportunity alertness through continuous environmental scanning further enhances the impact of green innovation on corporate sustainable development. Originality/value: This study provides a conceptual framework combining green theories and knowledge management, offering practical insights for tourism organizations seeking to adopt green innovation strategies. It extends existing literature by highlighting the role of opportunity alertness and contributes to advancing environmental, social and economic sustainability in the tourism sector.