Hospitality and tourism firms are central actors in sustainable tourism transitions because their operations are resource intensive and highly visible to consumers and local communities. This study examines whether board-level governance mechanisms—board independence, gender diversity, a sustainability committee, CEO duality, and board size—are associated with environmental performance, and whether environmental performance is related to firm value in global hospitality firms. Using a panel of 10 large publicly traded hospitality companies across North America, Europe, and Asia from 2013–2022 (100 firm-year observations) and fixed-effects estimation, we find positive associations between board independence, board gender diversity, and the presence of a sustainability committee and environmental performance, while CEO duality is negatively associated. Environmental performance is positively associated with firm value (Tobin’s Q) after controlling for profitability and firm size. Because the sample is intentionally bounded to large listed firms and the Refinitiv Environmental Pillar Score is disclosure based, the results should be interpreted as sector-specific associative evidence rather than as definitive causal estimates of operational environmental outcomes. To support longitudinal research on emerging practices in sustainable tourism, we also document a public-source protocol that enables researchers to extend the panel beyond 2022, broaden firm coverage, and incorporate direct environmental indicators over time. The findings highlight board sustainability governance as a potentially important private-sector practice for strengthening environmental citizenship in hospitality, while also clarifying the measurement and generalizability limits of the present design.

This study examines the intersection of renewable energy and tourism by exploring why domestic tourists visit wind farm sites for recreation. Traditionally seen as industrial facilities, wind farms are now recognized as dual-purpose attractions that promote environmental awareness and local economic growth. Using the Value–Belief–Norm (VBN) theory, Theory of Planned Behavior (TPB), and New Environmental Paradigm (NEP) as theoretical lenses, we investigate the psychological, social, and cultural factors influencing wind farm tourism. The key determinants of tourist behavior include attitudes, subjective norms, perceived behavioral control, personal norms, and environmental beliefs. Structural equation modeling (SEM) indicates that personal norms have the strongest direct impact on tourists’ intentions (underscoring the importance of internalized moral obligations in this context), with additional indirect effects through environmental citizenship factors. The findings highlight wind farms’ potential to foster sustainability, community engagement, and rural development. Managerial recommendations include providing visitor amenities, targeted marketing, and community involvement to enhance wind farms’ appeal as tourism destinations. This study contributes to tourism theory by expanding the definition of attractions to include renewable energy sites. Future research should examine the moderating role of past behavior and incorporate additional environmental citizenship variables to deepen insights into wind farm tourism.