Environmental Awareness of Employees as a Mediating Variable in the Relationship between the Marketing Orientation of Green Star Hotels and Sustainable Tourism in Egypt

Abstract

This research delves into how employees’ environmental Awareness mediates the connection between Green Star hotels’ marketing strategies and sustainable tourism in Egypt. It employs a questionnaire-based approach, surveying green marketing orientation, employee environmental awareness, and sustainable tourism dimensions using a Likert scale. The study’s population consists of patrons of compliant Green Star hotels, with 384 individuals sampled systematically. Structural Equation Modeling (SEM) via the Smart PLS program enables comprehensive data analysis. The findings underline the substantial contribution of green marketing strategies in Green Star hotels to sustainable tourism growth in Egypt. These encompass green product offerings, pricing, promotion, and distribution practices, aligning with eco-conscious tourists’ preferences. Notably, employees’ environmental Awareness emerges as a potent mediator, magnifying the positive impact of green marketing on sustainable tourism. These findings underscore the pivotal role of green star hotels in steering Egypt’s tourism sector towards sustainability. It underscores the necessity for investments in enhancing employee environmental awareness and fostering ecological responsibility within the industry.