This research paper explores the relationship between green transformational leadership (GTL), employee green behavior (EGB), and the mediating role of green organizational support (GOS) in fostering environmentally friendly practices within organizations. Drawing upon Resource-Based View Theory (RBV) and social exchange theory, the study investigates how leaders’ behaviors and organizational support influence employees’ engagement in pro-environmental initiatives. Using a quantitative research approach, data were collected from a sample of 350 hotel employees through self-administered surveys. CB-SEM was employed to analyze the hypothesized relationships among the variables. The findings indicate a significant positive relationship between GTL and EGB, suggesting that leaders who demonstrate environmentally conscious behaviors and inspire their followers to embrace sustainability principles are more likely to foster green practices among employees. Furthermore, the study reveals that GOS mediates the relationship between GTL and EGB, highlighting the importance of organizational policies, resources, and initiatives in facilitating environmentally responsible actions. These results contribute to the existing literature by shedding light on the mechanisms through which leadership and organizational support can promote sustainability initiatives in the hotel industry. Practical implications for hotels include the importance of fostering a culture of environmental consciousness, providing training and resources to support green initiatives, and empowering leaders to exemplify and promote green behaviors among employees.

Despite the recognized importance of digital transformation, there remains a research gap regarding the specific mechanisms through which digital leadership enables organizations to translate digital strategies into sustainable outcomes. This study addresses this gap by examining the role of digital leadership (DL) as a critical driver of digital transformation (DT), while highlighting the mediating effects of artificial intelligence (AI) and digital innovation (DI). Drawing on the Dynamic Capabilities Theory, we conceptualize DL as a sensing and seizing capability that mobilizes organizational resources to foster AI adoption and support DI, thereby achieving transformational resilience. Using a convenience sample of 346 employees from five-star hotels and class-A travel agencies in Greater Cairo, Egypt, data were analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that DL has a strong direct impact on DT and, more importantly, an indirect effect through enhancing AI productivity and enabling DI. This dual pathway advances theoretical understanding of how digital leadership shapes transformation processes and offers practical evidence for tourism and hospitality firms seeking to sustain competitiveness in dynamic market environments.

Purpose: Sustainability has been a hospitality priority for decades. Due to managerial understanding and consumer desire for sustainability, hotel management strategies increasingly include ecologically sustainable activities. Despite its relevance, there is little research on how hotels' environmental responsibility affects brand authenticity, especially in developing countries. Signaling theory is used to investigate how hotels' green responsibilities affect customer green trust (GT) and brand authenticity. The moderating influence of environmental concern (EC) was also examined. Design/methodology/approach: A quantitative questionnaire survey was distributed to 268 people to capture their green hotel experiences. The relationships among the study variables were examined using covariance-based structural equation modeling. Findings: The results demonstrate a substantial positive correlation between hotels' green responsibilities (GR) (perceived environmental performance, PEP, and green communication transparency, GCT) and GT and perceived brand authenticity (PBA). Thus, green hotels must transparently communicate their environmental contributions to customers by presenting their environmental performance indicators to build customer trust and brand authenticity. Additionally, the study demonstrates that GT mediates the relationship between GR and PBA. Moreover, EC significantly moderated the relationships examined. Enhanced EC substantially amplifies GR's benefits. Practical implications: The study offers eco-friendly hotels practical implications on promoting environmental responsibility to maintain authenticity and long-term sustainability. Originality/value: This study contributes originality by integrating signaling theory to explain how hotels' environmental responsibility initiatives serve as credible signals that enhance customers' perceptions of GT and brand authenticity – an approach rarely explored in developing country contexts.

The rapid adoption of digital technologies in restaurants has transformed how consumers interact with smart service systems, making it increasingly important to understand the psychological mechanisms underlying continued digital technology use. Drawing on a digital consumer behavior perspective, this study investigates how Smart Service Interactional Experience (SSIE) influences consumers’ reuse intentions toward restaurant smart menus, with particular attention to the mediating roles of perceived value and memorable experience and the moderating role of technology anxiety. The study used a quantitative research design in conjunction with a purposive sampling method and gathered data from 397 consumers who had used smart menus at casual dining restaurants in Egypt, after which the data were analysed using SEM with the help of SPSS v 26 and AMOS v 28 software. The findings demonstrate that SSIE significantly enhances consumers’ perceived value and memorable experience, which, in turn, significantly increases their intentions to reuse smart menus. Importantly, both perceived value and memorable experience significantly mediate the relationship between SSIE and smart menu reuse intention, indicating that positive interactional experiences translate into continued digital usage by enhancing the value consumers perceive and the memorability of the ordering experience. However, contrary to expectations, technology anxiety does not significantly moderate the relationships between SSIE and either perceived value or memorable experience. These findings suggest that the quality of the interactional experience may play a more influential role than technology-related anxiety in shaping consumers’ evaluations and continued use of restaurant smart menus. The study contributes to the smart service and digital consumer behavior literature by clarifying how SSIE translates into reuse intention through consumers’ value perceptions and memorable experiences. Practically, the findings encourage restaurant operators to improve smart menu interaction quality, strengthen perceived value, and design memorable digital ordering experiences to foster continued consumer engagement and reuse.

The increasing visibility of consumers’ environmentally responsible experiences on social networking platforms has created new forms of digitally mediated social comparison that may shape subsequent consumer behavior. Drawing on Social Comparison Theory, this study examines how observing others’ conspicuous green consumption (OCGC) on social media influences consumers’ intentions to engage with green hotels, focusing on the psychological roles of status motivation and benign envy. A quantitative approach was adopted, with data collected from 432 consumers who had recently stayed at or were currently staying in Green Star Hotel (GSH)-certified properties in Sharm El-Sheikh, Egypt. The data were analyzed using partial least squares structural equation modeling (PLS-SEM). The findings show that OCGC significantly enhances both consumers’ intention to purchase from the same green hotel and their intention to book a competing green hotel. These relationships are significantly and positively mediated by status motivation and benign envy, demonstrating that digitally observed green consumption can trigger distinct psychological responses that translate social comparison into consumer behavioral intentions. Furthermore, the desire for self-promotion positively moderates the relationship between OCGC and status motivation, indicating that consumers who are more motivated to present themselves favorably online are particularly responsive to conspicuous green consumption displayed by others. The study extends research on digital social comparison and consumer behavior by demonstrating how social-media-based consumption displays activate status-oriented and emotional mechanisms that shape subsequent behavioral intentions. Practically, the findings suggest that marketers can strategically facilitate the online visibility of consumers’ green experiences to stimulate social comparison, status motivation, and benign envy, thereby encouraging engagement with green hotel offerings.