How Does Digital Transformation Moderate Green Culture, Job Satisfaction, and Competitive Advantage in Sustainable Hotels?

Abstract

Target groups within an organization adopt its culture, reflecting it in all internal and external business processes. Adopting a green organizational culture in hotels with sustainability certificates plays an important role in reshaping business processes by developing sustainability awareness among employees. Digital transformation, which facilitates corporate culture and business processes, plays a role in employee job satisfaction while also supporting environmental, social, and economic sustainability. This research aims to determine the relationship between green organizational culture, job satisfaction, and competitive advantage variables and to examine the moderating role of digital transformation on these relationships. The data-collecting techniques of choice were surveys and semi-structured interviews. While Amos software (Version 24) was used to test the hypothetical model in the analysis of survey data, a Hayes Process macro was used to determine the moderating effect. The interview forms’ data was analyzed using a bag-of-words model. According to the research results, there is a positive relationship between the participation, consistency, and adaptability sub-dimensions of green organizational culture and job satisfaction, while there is no significant relationship between the mission sub-dimension and job satisfaction. Furthermore, the study reveals the moderating role of digital transformation in the effect of job satisfaction on competitive advantage.