AI plays a crucial role in accelerating the adoption of social responsibility and enhancing hotels' operational efficiency. This dual advantage contributes to the improvement of employee green behavior (EGB) and green finance (GF), thereby contributing to green performance (GP) within the hotel sector. This paper investigates the effects of AI and social responsibility on EGB, GF, and the GP of hotels. Employing the PLS-SEM model, the study aims to deepen the understanding of how AI and corporate social responsibility (CSR) influence EGB, GF, and GP. An anonymous survey comprising 31 questions was administered to 853 participants from various hotels in Vietnam. The findings reveal that AI has a positive impact on GF and GP, with CSR and EGB acting as mediators. Specifically, AI enhances CSR, which in turn positively affects GF. Furthermore, AI also has a beneficial effect on EGB, facilitated by the intermediary role of CSR. The research highlights the significant and notable role of AI as a catalyst for fostering CSR and EGB. A key conclusion drawn from the study is that the benefits of GF and GP resulting from AI are primarily realized through the promotion of CSR and EGB, which in turn supports sustainable growth in hotels.
Dinh et al. (2026) studied this question.