Abstract
This study explored how green transformational leadership, green organizational identity, and green innovation affect performance. It also looked at the role of green organizational identity in mediating the relationship between green transformational leadership and green innovation, as well as the role of green innovation in mediating the relationship between green organizational leadership and performance. PLS–SEM was used to analyze 885 responses collected from Egyptian travel agency Category A employees. The results highlighted a significant and positive effect of green transformational leadership on green organizational identity, innovation, and performance. As well, the results depicted that green organizational identity affects significantly both green innovation and performance. The results also revealed that green organizational identity plays a partial mediating role in the relationship between green transformational leadership and innovation. Moreover, the results clarified that green innovation plays a partial mediating role in the relationship between green transformational leadership and performance. The study contributes to the theoretical understanding of green transformational leadership and performance in the tourism and hospitality industries. In practice, the study includes suggestions to managers in the tourism and hospitality industries on how to improve green innovation and performance through green transformational leadership. Limitations and future research directions were outlined.
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