Understanding the factors that drive green buying intentions has become critical, as environmental issues continue to rise globally. The study investigates the influence of environmental commitment and green motivation on environmental identity and green purchasing intentions. Additionally, it assesses the mediating role of environmental identity in the relationships between environmental commitment, green motivation, and green purchasing intentions. Moreover, it examines the moderating effect of eco-conscious behaviour on the relationships between environmental commitment, green motivation, green identity, and green purchasing intentions. A total of 440 participants, who stayed in high-rate hotels in Sharm el-Sheikh, were asked to fill out the survey distributed. (PLS-SEM) was used to analyze data. The study outcomes confirmed that environmental commitment and green motivation significantly affect green identity and purchasing behavior. Besides, the results showed the essential mediator contribution of the environmental identity between environmental commitment and green motivation. In addition, it explains eco-conscious behavior as a moderator between the previously mentioned variables. The study contributes to the existing tourism literature by demonstrating the impact of green commitment and environmental motivation on making choices to buy eco-friendly products. Moreover, the results hold significant implications for researchers, policymakers, and tourism stakeholders.

Using technology in the tourism industry has become wide-spreadly used. New technologies have offered significant potential and vast advantage of preserving protected areas and cultural heritage sites. The use of virtual museums is one of the immensely growing applications in the tourism industry over the entire world. This study highlights virtual reality technology and its concept, types, objectives, and usage. It also presents virtual museums' idea and their role in preserving protected areas, focusing more on the Wadi Degla virtual museum as a case study. Besides, it sheds light on the museum's importance in making the information accessible to the public anytime and anywhere in an attractive way. The study found that Wadi Degla protectorate is facing lots of problems that will destroy it. also, it indicates that the virtual museum plays a crucial role in preserving the protected areas, supporting the sustainability concept. Moreover, the paper found out that Wadi Degla virtual museum aims to preserve and promote the protected areas in Egypt and increase awareness and educate people about the importance of protected areas. Their target is to present all protected areas in Egypt through VR technology.

As sustainability becomes a strategic priority within the hospitality industry, understanding how environmentally responsible practices influence customer behaviours beyond loyalty has become increasingly important. This study investigates the mechanisms through which green hotel practices foster customer brand evangelism in the context of Green Star-certified hotels in Egypt. Drawing on Social Identity Theory and Relationship Marketing Theory, the study examines the direct effects of green hotel practices on brand pride, brand fidelity, and customer brand evangelism, while also exploring the mediating roles of brand pride and brand fidelity and the moderating role of green perceived quality. Data were collected from 428 guests of Green Star-certified hotels in Sharm El-Sheikh, Egypt, and analysed using Partial Least Squares Structural Equation Modelling (PLS-SEM). The findings reveal that green hotel practices significantly enhance brand pride, brand fidelity, and customer brand evangelism. Furthermore, brand pride and brand fidelity individually and sequentially mediate the relationship between green hotel practices and brand evangelism. The results also demonstrate that green perceived quality strengthens the effects of green hotel practices on both brand pride and brand fidelity. By extending existing research beyond traditional loyalty outcomes, this study contributes to the growing literature on sustainable hospitality, customer advocacy, and brand relationship management. The findings suggest that environmentally responsible hotel practices can encourage customers to engage in active, brand-supportive behaviours, including positive word of mouth, online advocacy, and electronic word of mouth (eWOM). Practical implications are provided for hotel managers seeking to transform sustainability initiatives into stronger customer advocacy, enhanced digital brand engagement, and long-term brand support.