Tree ambulance as responsible tourism practice in star-rated hotels: a stakeholder approach

Purpose This study explored the transformative “Tree Ambulance” green initiatives showcasing their multifaceted impact on environmental conservation, responsible tourism and biodiversity in the hotel industry. Design/methodology/approach A systematic content analysis was performed to find insights on how tree ambulance as government green initiatives helps in fostering responsible tourism practices in star-rated hotels. Findings The study reveals the transformative impact of the “Tree Ambulance” initiatives on economic, social, cultural and environmental dimensions, highlighting comprehensive benefits such as biodiversity preservation, climate change mitigation and economic growth. This all leads to promoting these sustainable practices, indicating potential scalability on a global scale. Research limitations/implications The study highlights the fact that stakeholder collaboration is essential for the success of “Tree Ambulance” initiatives. Hotels, government agencies, local communities and tourists must actively participate to maximize environmental, economic and cultural benefits. Originality/value It is the first time that the stakeholder approach was applied in “Tree Ambulance” green initiatives to draw insights about sustainability and stakeholder role altogether.