Green Service Innovative Behavior in Hospitality: How Employee Adaptability, Technology Readiness and Green Innovation Culture Matter

In order to stay competitive and meet market needs, the hospitality industry has rapidly adopted smart technologies and green practices, boosting innovation and sustainability over the past decade. This study scrutinizes the human behavior, culture, and technology relationships among employees’ adaptability, technology readiness (TR), perceived green innovation culture (GIC), and green service innovative behaviors (GSIB). Findings from 648 frontline employees and 148 supervisors/managers from 14 hotels affirm the critical role of employees’ adaptability, TR motivating factors, and GIC for GSIB. Grounded in person-environment fit theory – in particular, the demands-ability fit and supplies-values fit – the study results reveal that adaptability, TR, GIC, and GSIB constitute crucial competencies, attitudes, and behaviors that can help improve the technology-, innovation-, and sustainability-driven hospitality environment. The study offers valuable perspectives for hospitality leaders aiming to develop effective organizational and human resource management strategies that support sustainability and innovation culture within organizations.