Internal Branding, Organizational Culture and Citizenship Behavior in Hotels and Travel Agencies: Green Perspective

Abstract

This study explored the impact of green internal branding (GIB) on green organizational citizenship behavior (GOCB) and the moderating role of green organizational culture (GOC). A total of 450 valid surveys were obtained from employees of five-star hotels and category-A travel agencies operating in Egypt. The study discovered that green internal branding had a favorable impact on green organizational citizenship behavior. Moreover, green internal branding and green organizational citizenship behavior are positively influenced by green organizational culture. Additionally, the positive link between green internal branding and green organizational citizenship behavior is strengthened by the positive moderating effect of green organizational culture. This study advances our understanding of green internal branding in the hospitality and tourism industry through theoretical and practical techniques. The study also shed light on the importance of green branding in hospitality and tourism, showing the positive impact of green behaviors on employee engagement and fostering a sustainable workforce.