DefinePK

Abstract

This study investigates how green-oriented leadership and psychological motivation influence sustainable tourism development in the hospitality sector. Specifically, it examines the effects of Green Transformational Leadership (GTL), Green Harmonious Environmental Passion (GHEP), and Self-Determination (SD) on sustainable tourism practices among hospitality firms in Pakistan. Guided by Self-Determination Theory, a quantitative, cross-sectional survey was conducted using structured questionnaires among 320 mid- and senior-level employees working in eco-conscious hotels and resorts. The constructs were measured using validated scales and analyzed through Partial Least Squares Structural Equation Modeling (PLS-SEM) to assess both measurement and structural models. The findings reveal that GTL significantly enhances employees’ commitment to sustainability initiatives, while GHEP acts as a strong emotional driver of eco-friendly behavior. Moreover, SD positively mediates the relationship between green leadership and sustainable outcomes, showing that internally motivated employees are more likely to engage in environmentally responsible tourism practices. The study offers actionable insights for hotel management and policymakers, emphasizing the role of environmentally conscious leadership and intrinsic motivation in promoting sustainable tourism development. Training programs that foster green passion and autonomy-supportive environments can enhance long-term sustainability.