INSPECTING THE ROLE OF ENVIRONMENTAL SPECIFIC SERVANT LEADERSHIP AND GREEN TRANSFORMATIONAL LEADERSHIP ON SUSTAINABLE TOURISM: EMPIRICAL EVIDENCE FROM EMERGING MARKET

Abstract

The purpose of this research is to examine the impact of green transformational leadership and environmental specific servant leadership towards sustainable tourism. Moreover, the mediating role of green psychological climate is examined between environment specific servant leadership and sustainable tourism. Similarly, the mediating role of green psychological climate is also tested between green transformational leadership and sustainable tourism. This research is designed on positivist research paradigm. Therefore, hypotheses are tested through empirical data. Data were collected from 300 employees working in 3 star hotels located in Punjab province of Pakistan. The data were analysed through partial least based structural equation modelling approach. Results have disclosed significant impact of green transformational leadership and environmental specific servant leadership on sustainable tourism. Moreover, statistical findings have also shown that GPC mediates the relationship between green transformational leadership and environmental specific servant leadership and Sustainable. In theoretical perspective this study has unveiled key antecedents of green psychological climate and hence contributes to literature. Similarly, conceptualizing linkage between green transformational leadership and sustainable tourism is substantially contributes to green tourism literature. This study has directed that policy makers could enhance sustainable tourism by improving transformational leadership, environmental specific servant leadership and psychological climate. This study is significant as it is first to investigate environmental specific servant leadership in the context of sustainable tourism. Similarly, this study has unveiled key antecedents of green psychological climate namely green transformational leadership and environmental specific servant leadership.