Unlocking Sustainable Performance in SMEs: The Interplay of Green AI Management, Pro-environmental Behaviour in the Tourism and Hospitality Sector: UK
Year: 2025
Type: article
Abstract: In an era where sustainability is paramount, small and medium-sized enterprises (SMEs) in the UK's tourism and hospitality sector face a multifaceted challenge. This study investigates the interaction of variables essential for their sustainable performance, focusing on AI-Enhanced Green Management (AI-EGM). Drawing from the Resource-Based View and Social Exchange Theory, we propose that AI-Enhanced Green Management (AI-EGM) positively influences financial and environmental performance. Business Size moderates the relationship between AI-Enhanced Green Management (AI-EGM) and Sustainable Performance, acknowledging the diversity within the SME landscape. The empirical results underscore the significance of AI integration, firm characteristics, and a comprehensive sustainability framework in shaping the sustainability landscape for SMEs in the tourism and hospitality sector. These findings offer valuable insights for SMEs and contribute to the broader goal of global and local sustainability.
Source: Journal of Posthumanism
Authors: Ahmad A. Alharbi, Amina Elshamly, Nevien Mohammed Abdelkreem Shawky, Ibrahim G. Mahgoub
Institutions: Taibah University, Alexandria University
Language: English
Subfield: Marketing
Domain: Social Sciences
Open Access status: diamond
OpenAlex ID: W4409645072