Unlocking Sustainable Performance in SMEs: The Interplay of Green AI Management, Pro-environmental Behaviour in the Tourism and Hospitality Sector: UK

Ahmad A. Alharbi; Amina Elshamly; Nevien Mohammed Abdelkreem Shawky; Ibrahim G. Mahgoub

doi:10.63332/joph.v5i4.1053

Unlocking Sustainable Performance in SMEs: The Interplay of Green AI Management, Pro-environmental Behaviour in the Tourism and Hospitality Sector: UK

Authors

Ahmad A. Alharbi Department of Management, College of Business Administration in Yanbu, Taibah University, Madinah, Saudi Arabia
Amina Elshamly Department of Management, College of Business Administration in Yanbu, Taibah University, Madinah, Saudi Arabia
Nevien Mohammed Abdelkreem Shawky Department of Management, Faculty of Business, Alexandria University, Egypt; 4 Department of Management, College of Business Administration in Yanbu, Taibah University, Madinah, Saudi Arabia
Ibrahim G. Mahgoub Department of Management, College of Business Administration in Yanbu, Taibah University, Madinah, Saudi Arabia; Department of Business Administration Department, Faculty of Commerce, , Egypt

DOI:

https://doi.org/10.63332/joph.v5i4.1053

Keywords:

AI-Enhanced Green Management (AI-EGM), Pro-environmental Behaviours, Sustainable Performance, Business Size, Small and Medium-sized Enterprises (SMEs), Tourism and Hospitality, UK

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.

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Published

2025-04-20

How to Cite

Alharbi, A. A., Elshamly, A., Shawky, N. M. A., & Mahgoub, I. G. (2025). Unlocking Sustainable Performance in SMEs: The Interplay of Green AI Management, Pro-environmental Behaviour in the Tourism and Hospitality Sector: UK. Journal of Posthumanism, 5(4), 271–290. https://doi.org/10.63332/joph.v5i4.1053