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Demonstrates how green service innovation improves corporate performance in tourism, suggesting key factors for managers.
This study investigates how green service innovation directly and indirectly influences sustainable corporate performance. Three hundred valid questionnaire responses are gathered from managers of Egyptian travel agencies to test 13 direct/indirect research hypotheses. Findings revealed significant direct impact of green entrepreneurial orientation, green creativity, green knowledge‐sharing, and green dynamic capabilities on green service innovation, and indirect effect on sustainable corporate performance. Overall, this research sheds light on a further interpretation of the key factors affecting green service innovation and sustainable corporate performance. Findings confirmed the mediation role of green service innovation and its contribution to sustainable corporate performance. This investigation provides insights into managers, service providers, and marketers to help maintain their agencies' competitive positions in the travel market and enhance their creativity and service innovation.
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Abou‐Shouk et al. (2026) studied this question.
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