Leader STARA competence and green competitiveness in tourism and hotel enterprises: leveraging green creativity and human capital

Purpose This study aimed to investigate the impact of leader STARA competence (LSC) – managing and implementing smart technologies, artificial intelligence, robotics and algorithms– on green competitiveness (GC) in the tourism and hospitality sectors. It also investigated the role of employee green creativity (EGC) as a mediator between LSC and GC and the mediating role of green human capital (GHC) in the relationship between EGC and GC. Design/methodology/approach The study utilized PLS-SEM to analyze 320 responses obtained from middle-level management at five-star hotels and travel agencies in Egypt, using WarpPLS statistical software 7.0. Findings Leader STARA competence positively affects employee green creativity and green competitiveness. Employee green creativity positively affects green competitiveness and green human capital. Green human capital positively affects green competitiveness. In addition, the study demonstrated significant mediation roles of green human capital in the employee green creativity and green competitiveness relationship and employee green creativity in the leader STARA competence and green competitiveness relationship. Practical implications The study offers several practical implications for tourism and hospitality enterprises. It underscores the significance of leader STARA’s competence in advancing green competitiveness. Originality/value The study provides new insights into how emerging concepts like leader STARA competence, green human capital and employee green creativity simultaneously predict green competitiveness within tourism and hospitality enterprises. It also contributes significantly to enriching the social exchange theory.